Brand Tone

Sophisticated, conscious, and modern; polished and intentional, blending classic elegance with bold individuality, reflecting a curated, high-end yet approachable and mindful aesthetic.

Brand Values

• •Sustainability through upcycling, slow and local production, and repurposing unsold products (Cekette/Reclaimed).
• •Genderless fashion, aiming to overcome social and environmental issues caused by gendered clothing.
• •Responsibility and cruelty-free practices, prioritizing the welfare of the planet and its inhabitants, adhering to the Responsible Down Standard (RDS).
• •Timeless sophistication and individuality, creating a contemporary wardrobe built around essential pieces that blend classic elegance with bold personal expression.

Best Practices

• •Always lead with the core values of sustainability, responsibility, and genderless design, weaving them into all communications as key differentiators.
• •Employ a sophisticated and articulate vocabulary, using words like "curated," "conscious," "timeless," "sophisticated," and "reimagined" to align with the established tone.
• •Maintain a clean and minimalist aesthetic across all visual content, ensuring high-quality and reflecting the brand's modern, sophisticated feel.
• •Educate, rather than just sell, by using platforms to tell the story behind products, explaining concepts like upcycling, the importance of genderless fashion, and cruelty-free standards to build deeper connections.
• •Maintain consistent tone across all channels, from website product descriptions to social media posts and replies, to build brand trust and a cohesive brand experience.

Social Perception

Perceived as a high-end, environmentally-aware Turkish brand with a unique aesthetic, reinforced by sales on luxury retail platforms like Beymen. Its narrative of humble beginnings adds appeal, and consistent messaging conveys a clear identity that resonates with consumers valuing sustainability, unique design, and gender-fluid fashion, supported by a curated visual presence.

Copy Examples

• •Where timeless design meets a modern conscience. Introducing the Fall-Winter 2025 collection, a curated selection of genderless pieces designed to elevate your wardrobe and honor our commitment to sustainability. Discover your new essentials.
• •Style that doesn’t cost the earth. Each piece in our Cekette/Reclaimed line is crafted through upcycling, giving new life to forgotten materials. Wear the change you want to see.
• •Beyond labels. Beyond limits. Our latest outerwear is designed for every body, celebrating individuality over outdated norms. This is fashion for all.
• •The art of the trench, reimagined. Clean lines, conscious materials, and a timeless silhouette make our gabardine and poplin trench the cornerstone of any contemporary wardrobe.
• •Effortless style for a life lived with intention. Our designs are made to move with you, from busy city mornings to quiet, thoughtful evenings. #Cekette #SlowFashion #Genderless