Brand Tone

Creative & Artsy, Conscious & Eco-Friendly, Independent & "Indie", Approachable & Casual, Community-Oriented

Brand Values

• •Sustainability
• •Originality & Uniqueness
• •Craftsmanship & DIY Ethos
• •Resourcefulness

Best Practices

• •Embrace Imperfection and Storytelling: Highlight the history of the textiles and the unique character of each reworked item. Use phrases that evoke creativity and transformation (e.g., "reimagined," "given new life," "rescued textiles").
• •Keep it Real and Relatable: Continue using friendly, slightly informal language like "lil baby business" (where appropriate, like the FAQ or a more personal blog post/social caption) to maintain approachability. Avoid overly corporate or technical jargon.
• •Visually Align: Ensure photography and visual content on all platforms reflect the handmade, artsy, and sustainable nature of the products. Lifestyle shots that feel authentic and perhaps a little "DIY" can reinforce the brand tone.
• •Educate Gently on Sustainability: Weave in the "why" behind the brand – the importance of sustainable choices, reducing textile waste, and the beauty of upcycling – without being preachy. Make it part of the product's value.
• •Foster Community Connection: When talking about local events, collaborations, or even the making process, emphasize the Chicago roots and the people involved to reinforce the community-oriented and handcrafted values.

Social Perception

cloina is perceived as a niche, sustainable fashion brand with a clear focus on upcycled and unique items. It is seen as part of the local Chicago creative and sustainable fashion community.

Copy Examples

• •Instagram Post (New Reworked Collection): Old soul, new style ✨ Our latest drop of 1-of-1 reworked wonders is here! Each piece is lovingly crafted in Chicago from textiles with a past, ready for a new future with you. Sustainable, unique, and oh-so-cloina. Tap to shop before they’re history (again!). #cloina #reworkedfashion #sustainablechicago #oneofakind #vintagelove
• •Product Description (Website): This isn't just a dress; it's a story retold. Born from carefully chosen preloved fabrics, our [Product Name] dress has been redesigned and handcrafted in our Chicago studio to give it a vibrant new life. Expect unique details and the beautiful imperfections that make it truly yours. Wear it and be part of the sustainable style movement! #WearTheChange #UpcycledChic
• •Email Newsletter Subject: Psst... Your Next Favorite (Sustainable!) Outfit Just Landed 🤫 Body Snippet: Hey conscious shopper! We’ve been busy in the studio, turning forgotten fabrics into fresh, new cloina pieces you’ll adore. Peek the latest collection – they’re all unique, just like you, and made with a whole lotta love for the planet.
• •About Us (Website Snippet): We're cloina, a 'lil baby business' with a big heart for sustainable style. We believe fashion shouldn't cost the Earth. That's why we hunt for beautiful preloved textiles and give them a second chance as unique, handcrafted garments and accessories, right here in Chicago. Join us in making fashion circular, one gorgeous piece at a time.
• •Promotional Social Media Post (Market Event): Come say hi! 👋 We're popping up at [Market Name] this weekend! Find unique cloina treasures, all sustainably made from reworked textiles. Let's chat slow fashion and find your next one-of-a-kind piece. See you there, Chicago! #cloinaIRL #sustainablemarket #shoplocalchicago #handmadefashion