Brand Tone

Authentic, educational, and passionate. Direct and honest, demystifying the denim industry and empowering consumers to make informed choices. Confident and unapologetic in its critique of mainstream fashion industry practices.

Brand Values

• •Inclusivity and Body Positivity
• •Quality and Longevity
• •Ethical and Sustainable Production
• •Authenticity and Transparency
• •Education

Best Practices

• •Lead with Education: Always aim to teach the customer something, whether it's about the properties of 100% cotton, the ethics of your production, or how to find the right fit. This builds trust and positions the brand as an expert.
• •Be Direct and Authentic: Use clear, straightforward language. Don't be afraid to have a strong opinion, especially when it comes to the shortcomings of the fast-fashion industry. Let the founder's passionate and unfiltered voice shine through.
• •Emphasize "Investment" over "Purchase": Frame the jeans as a long-term addition to a customer's wardrobe. Use words like "longevity," "durable," and "lifelong" to highlight the quality and value of the product.
• •Champion Inclusivity in Your Language: Speak directly to the fit frustrations many people experience. Use inclusive and body-positive language that makes everyone feel seen and catered to.
• •Tell the Story Behind the Product: Consistently remind customers about the "why" – the Canadian design, the Portuguese craftsmanship, the family-run factory, and the small, dedicated team. This humanizes the brand and reinforces its ethical standpoint.

Social Perception

Perceived as a "cool person jean" brand that offers high-quality, ethical, and size-inclusive products. Praised for its focus on fit, particularly for curvier body types. The founder, Molly Spittal, is seen as a passionate and knowledgeable expert, building trust and community. The initial discomfort of breaking in 100% cotton jeans is a known part of the customer experience, framed as a worthwhile process for a perfect, customized fit.

Copy Examples

• •Still searching for 'the one'? We get it. That's why we created the Ratio-Fit. It's not about forcing your body into a standard size. It's about designing jeans that actually fit your unique proportions. Your perfect pair is waiting.
• •Denim for life, not for landfill. Our jeans are made from 100% recyclable cotton in a family-owned factory in Portugal. Wear them, love them, and know you're making a better choice for your wardrobe and the planet.
• •Tired of the endless cycle of stretchy, disposable denim? We were too. That’s why we make really good jeans from 100% cotton that are built to last. It’s time to break up with fast fashion and find your forever jeans.
• •Meet the Pamela. Designed for those with a significant hip-to-waist ratio, this jean celebrates your curves. Made from premium Italian 100% cotton, it will feel snug at first, but with a little wear, it will mold to your body for a fit that feels custom-made.
• •We're a small team with a big obsession: making the best-fitting jeans you'll ever own. Founded out of frustration with the one-size-fits-all approach of the fashion industry, we're dedicated to creating ethical, high-quality denim for every body.