Brand Tone

Passionate, activist, and principled, while also informative and transparent. The language is direct and community-focused, fostering shared values and collective action, and avoids corporate jargon for a personal, authentic voice.

Brand Values

• •Ethical Production
• •Sustainability
• •Solidarity and Activism
• •Transparency
• •Community

Best Practices

• •Lead with Values: Always connect the product back to the core values of ethical production, solidarity, and sustainability. The "why" behind the product is your strongest selling point.
• •Tell Authentic Stories: Share the stories of the people involved in your supply chain —the cotton farmers, the textile workers, the artists. This humanizes the brand and builds a deeper connection with the audience.
• •Use Activist Language: Employ strong, action-oriented words. Phrases like "Stand with," "Join the fight," "Wear your protest," and "Solidarity in every thread" reinforce your activist identity.
• •Be Transparent and Educational: Don't be afraid to go into detail about your production process. Use your platforms to educate your audience on issues within the textile industry and how you are working to create an alternative.
• •Engage Your Community: Feature user-generated content, highlight the bands and organizations you work with, and create a dialogue around the causes you support. Your copy should foster a sense of belonging to a movement, not just a customer base.

Social Perception

dna merch is perceived as a highly ethical and trustworthy brand, a genuine alternative to mainstream merchandise companies. It is valued for its commitment to social and environmental principles, respected within its niche communities for authenticity and product quality. Customers feel pride in wearing dna merch, signifying support for its values.

Copy Examples

• •Wear Your Music, Wear Your Values. We've teamed up with [Band Name] to create more than just merch. This is a statement. Made with 100% organic cotton and printed in a worker-owned cooperative in Europe, every shirt supports the artists you love and the people who make your clothes. This is music to our conscience.
• •This is where the magic happens. Meet the team at our partner cooperative in Croatia. No fast fashion shortcuts here —just fair wages, skilled hands, and a shared belief that a better way of making things is possible. Every stitch tells a story of empowerment. #FairWear #EthicalFashion #MadeInEurope #Solidarity
• •Solidarity Is Our Fabric. We stand with the striking workers of [Company/Union Name]. To support their fight for fair wages, 100% of profits from our 'Strike The Blow' collection will go directly to their strike fund. Your t-shirt can be their picket sign.
• •Your Message, Made Responsibly. Looking for merch that aligns with your organization's values? At dna merch, we specialize in creating high-quality, sustainably sourced textiles for NGOs and activists. Let's work together to spread your message, not our carbon footprint. Get a quote for your next campaign.
• •It ’s More Than a T-Shirt. It ’s a Choice. When you choose dna merch, you ’re choosing a transparent supply chain. You ’re choosing to support worker cooperatives. You ’re choosing to stand against exploitation. This month, we ’re highlighting the story of our organic cotton farmers in India. Read their story and see the impact you make with every purchase.