Brand Tone

Aspirational, conscious, encouraging, positive, and empowering, reflecting mindful living where comfort and style coexist with ethical responsibility.

Brand Values

• •Sustainability
• •Ethical Production
• •Quality and Versatility
• •Empowerment
• •Transparency

Best Practices

• •Lead with Values: Every piece of copy, from product descriptions to social media captions, should reflect the core values of sustainability, ethics, and empowerment.
• •Use Empowering Language: Employ active, positive, and encouraging words. Focus on how the clothing makes the customer feel, both physically and emotionally.
• •Maintain Transparency: Be honest and open about production processes. If there are challenges or areas for improvement, communicating them can build trust.
• •Bridge the Customer Service Gap: Ensure that the tone used in customer service interactions aligns with the brand's caring and conscious image. Addressing the negative feedback regarding returns and service is crucial for brand integrity.
• •Tell the Story: Go beyond just describing the product. Share the stories behind the materials, the designs, and the people who make the clothes to create a deeper connection with the audience.

Social Perception

The social perception of Dharma Bums is polarized. Positively, many customers align with the brand's ethical and sustainable values, praising comfort, fit, and style. Negatively, there are significant complaints regarding poor customer service, restrictive return policies, and inconsistencies in sizing and quality, leading some customers to label the brand as a "scam."

Copy Examples

• •Move with intention. Our new Aura Collection is crafted from our signature recycled fabrics, designed to feel like a second skin as you flow through your day. Effortless style that’s as kind to the planet as it is to your body.
• •This isn’t just a pair of leggings. It’s a choice for a better future. Each piece in our collection is made with sustainable materials and in ethically certified factories. Wear the change you want to see. #DharmaBums #SustainableStyle
• •The Nomad Pant: Your go-to for everything from sun salutations to Sunday brunch. Made with luxuriously soft, breathable organic cotton, these pants offer unparalleled comfort and effortless chic. Dress them up, dress them down—live in them.
• •At Dharma Bums, we believe in empowerment from the inside out. That’s why we’re committed to ethical production, ensuring every garment is made with integrity and care. Feel good about what you wear, and the story behind it.
• •Beyond the Mat. Discover versatile activewear designed for a conscious lifestyle. Shop our latest arrivals in sustainable fabrics.