Brand Tone

Mindful, Educational, and Serene

Brand Values

• •Sustainability & Circularity
• •Transparency
• •Quality & Longevity
• •Ethical Production
• •Community & Empowerment

Best Practices

• •Lead with Why: Always connect the product to the brand's core values. Instead of just describing a feature (e.g., "made of ECONYL®"), explain the positive impact ("made of ECONYL® to help clean our oceans").
• •Use Mindful Language: Incorporate words like "conscious," "thoughtful," "intentional," "timeless," "balance," and "serene" to consistently reinforce the brand's calm and mindful tone.
• •Educate, Don't Just Sell: Frame copy as a source of information. Explain what circular fashion is, why transparency matters, or how a capsule wardrobe works. This builds trust and positions the brand as an authority.
• •Tell a Story: Whether it's the story of the founder, the journey of the materials, or the life of the garment maker, narrative creates an emotional connection that transcends the product itself.
• •Maintain a Calm Call to Action (CTA): Avoid aggressive, urgent CTAs like "Buy Now!" or "Sale Ends Soon!". Instead, use invitational and thoughtful phrases like "Discover the Collection," "Explore Mindful Style," or "Join the Movement."

Social Perception

Positive among its target audience of ethically-minded consumers, perceived as a credible player in sustainable fashion, but with low overall public visibility due to limited external reviews and social media activity.

Copy Examples

• •Introducing the All Day Active Legging. Crafted not just for movement, but for mindful living. Made from recycled ocean waste, each pair is a promise to yourself and the planet. Timeless design for endless seasons of wear. #Besonnen #SlowFashion #WearTheChange
• •Tired of a closet full of clothes but nothing to wear? Embrace the art of less with our circular fashion. The Econic Kimono is designed for versatility and crafted with respect for the earth. One beautiful piece, countless ways to wear it. Discover mindful style. [Shop Link]
• •BESONNEN was founded on a simple belief: fashion should feel good, inside and out. It’s why we choose biodegradable fibers and recycle ocean plastics. It’s why we partner with fair producers in Europe. And it's why we design timeless pieces that empower you to live thoughtfully. Join us in wearing the world you want to see.
• •Subject: More Than a T-Shirt | This is a Statement. Hi [Name], what if the softest t-shirt you owned was also the kindest? Our Natural Me T-Shirt is made from sustainably sourced fibers, designed to be returned and reborn into a new garment. It’s our commitment to circularity—and your new favorite tee. Feel the difference. [Learn More]
• •Find your balance in the Shape My World Bustier. Engineered from innovative ECONYL® regenerated nylon, it offers gentle support for both your yoga practice and your daily rhythm. With its minimalist design and durable fabric, this is a piece to build your conscious wardrobe around. Fairly made in Europe. Circular by design.