Brand Tone

Authentic & Honest, Creative & Inspiring, Conscious & Ethical, Inclusive & Welcoming, Laid-back & Cool, Timeless & Youthful

Brand Values

• •Creativity & Self-Expression
• •Community & Connection
• •Ethical Practices & Sustainability
• •Authenticity & Transparency
• •Inclusivity
• •Quality & Timelessness
• •Empowerment

Best Practices

• •Embrace Storytelling: Share the narratives behind the designs, the artists you collaborate with, and the makers. Highlight the "why" behind Artclub and Friends, not just the "what." This reinforces authenticity and connection.
• •Champion Inclusivity in Language: Consistently use gender-neutral terms. Speak to a diverse audience, emphasizing that the "club" is for everyone who values creativity and self-expression.
• •Weave in Ethical Values Naturally: Instead of just stating "we are ethical," show it. Talk about the local artisans, the responsibly sourced materials, and the conscious choices made in production. Let these details underscore your commitment.
• •Maintain an Inspiring and Uplifting Voice: Use language that encourages creativity, self-belief, and the pursuit of dreams. Position the brand as a supportive friend on the customer's artistic journey.
• •Be Transparent and Human: Don't be afraid to share the journey, including challenges and learnings (as seen in Robyn Keyser's approach). This builds trust and deepens the community feel, making the brand more relatable and authentic.

Social Perception

Artclub and Friends is perceived as a unique and conscious brand within the South African fashion scene. It's seen as more than just a clothing brand, but a supportive "movement" or "community" for artists. Customers and supporters likely value the brand's commitment to ethical practices, local production, and its unique, art-driven aesthetic. The collaboration with Mr Price indicates a growing mainstream appeal while aiming to retain core values, making the brand more accessible. It has garnered respect for its resilience and transparency, especially in how it navigated challenges like the COVID-19 lockdown by leaning on its community. The brand is considered a key player in pushing South African fashion forward and has a loyal, "cult-like" following.

Copy Examples

• •Headline: Wear Your Art. Live Your Story. Body: At Artclub and Friends, every stitch is a conversation, every piece a canvas. Designed for dreamers, by dreamers. This isn't just clothing; it's a non-gendered expression of who you are. Ethically made in Cape Town, because how it's made matters as much as how it makes you feel. Join the Club.
• •Headline: Create Freely. Dress Fearlessly. Body: We believe in a world where creativity knows no bounds and clothing is for everyone. Artclub and Friends crafts timeless, non-gendered pieces that inspire you to express your unique voice. Made with love, for artists, by artists – right here in South Africa.
• •Headline: More Than Threads: It's a Community. Body: Artclub and Friends is a home for every artist, a celebration of shared passion. Our ethically crafted, gender-neutral designs are an invitation to connect, create, and feel supported. Discover pieces that tell a story – yours, ours, and the hands that made them.
• •Headline: Consciously Cool. Creatively Kind. Body: Style with substance. Artclub and Friends brings you thoughtfully designed, non-gendered apparel that’s as kind to the planet as it is to your creative spirit. Handmade by local artisans, for a timeless wardrobe you can believe in.
• •Headline: The Art of Play. The Heart of Connection. Body: Inspired by the dreamers and the doers, Artclub and Friends is where artful design meets ethical making. Our non-gendered collections are made for every body and every imagination. Because true style is about being unapologetically you.