Brand Tone

Personal, passionate, and anti-establishment, speaking with conviction against fashion industry waste. The voice is authentic, direct, and conveys mindful creation, confidence, and self-expression.

Brand Values

• •Sustainability and Anti-Waste
• •Quality and Longevity
• •Authenticity and Self-Expression
• •Transparency

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core mission. Instead of just describing a jacket, explain why it's made to order (to fight waste) and why it's built to last (to challenge seasonal consumption).
• •Use "You" and "I" to Foster Connection: Employ a personal and direct tone. Use "you" to speak directly to the customer's desire for self-expression and "I" or "we" when telling the brand's story, like the designer's personal message. This builds a human connection that larger brands lack.
• •Emphasize Action and Empowerment: Use strong, active verbs that empower the customer. Words like "express," "define," "create," "challenge," and "choose" align with the brand's value of individuality over conformity.
• •Be Transparent in All Copy: If a material is upcycled or a product is made by a specific person, state it clearly. This reinforces the value of transparency and authenticity.
• •Avoid Fashion Industry Jargon: The brand positions itself as an alternative to the mainstream fashion world. Therefore, avoid trendy buzzwords or jargon. The language should be simple, honest, and focused on tangible values like quality, sustainability, and personal style.

Social Perception

Difficult to broadly gauge due to lack of significant social media presence and fragmentation with unrelated businesses. Perception is largely controlled by the brand's website, presenting it as a mission-driven, small family business dedicated to slow fashion.

Copy Examples

• •Stop chasing trends. Start expressing you. Discover streetwear that’s handmade to order, just for you. Sustainable. Unique. Unapologetically authentic.
• •This isn't just a bag; it's a statement. Crafted by hand in our California studio from upcycled, high-quality materials, it’s designed to carry your essentials and your confidence for years to come. Made to order, because we believe in intention, not inventory.
• •Devoke was born from a frustration with fast fashion and a passion for true quality. We’re a family business that handcrafts every piece to order, ensuring a perfect fit and zero waste. Wear your values.
• •Express Yourself
• •Tired of the trend mill? Your wardrobe is, too.