Brand Tone

Elegant and Refined, Minimalist and Understated, Considered and Thoughtful, Cultured and Artistic, Confident and Assured

Brand Values

• •Duality/Cultural Fusion
• •Timelessness
• •Quality and Craftsmanship
• •Minimalism and Simplicity
• •Sustainability and Responsibility
• •Modularity and Functionality
• •Inclusivity (in design approach)

Best Practices

• •Embrace Understated Elegance: Use clear, concise language. Avoid hyperbole or overly casual slang. Focus on words that convey sophistication, quality, and thoughtfulness (e.g., "meticulous," "considered," "refined," "precise," "assured").
• •Highlight the Duality: Consistently weave in the narrative of Korean heritage and Scandinavian minimalism. Explain how these influences manifest in the design, materials, or philosophy. This is a unique selling proposition.
• •Speak to Timelessness and Quality: Emphasize the longevity of the garments, the high-quality materials, and the craftsmanship. This appeals to a customer looking for investment pieces rather than fast fashion.
• •Maintain a Cultured & Slightly Artistic Voice: Draw inspiration from the founders' journey and design inspirations (e.g., nature, family, cultural contrasts) to add depth and an artistic touch to descriptions, without becoming overly verbose or abstract.
• •Communicate Sustainability with Transparency: When mentioning sustainability, be specific but not preachy. Focus on the tangible aspects like responsible sourcing, ethical production, and durable design, aligning with the brand's overall tone of "assured clarity."

Social Perception

Innovative and Emerging Talent, High-Quality and Sophisticated, Artistic and Culturally Rich, Timeless and Modern, Positive Ethical Stance

Copy Examples

• •Where Seoul's intricate layering meets Copenhagen's calm. Discover the Lay_03 Blazer – structure and fluidity in a timeless embrace. Crafted for seasons, designed for life. #Birrot #KoreanHeritage #ScandinavianDesign #TimelessFashion #SustainableLuxury
• •BIRROT FW25: 'Highway' – A journey in texture and silhouette. Experience the fusion of two worlds, meticulously crafted into a modular uniform for the discerning individual. Explore the collection.
• •The Lay2 Sleeveless Dress: Sculpted from our signature bonded crepe, this piece embodies an assured clarity. Its precise cut offers comfort and elegance, designed to move with you and adapt to your form. A cornerstone for a considered wardrobe.
• •More than just design. At BIRROT, sustainability is woven into every fibre. From responsibly sourced fabrics to ethical production, we create timeless pieces meant to be cherished for decades. Invest in quality, wear with conscience. Learn more about our commitment. #BirrotEthos #SustainableFashion #ConsciousLuxury
• •Founded in Copenhagen, BIRROT is the vision of designers Min Kim and Sey Hong. It is where Korean pattern-cutting artistry meets Scandinavian minimalist sensibility. We create considered, timeless uniforms defined by precise elegance, quality materials, and a commitment to responsible practices.