Brand Tone

Minimalist, Confident, Understated, and Direct.

Brand Values

• •Perfectionism and Quality
• •Simplicity and Understatement
• •Longevity over Trends
• •Authenticity and Vision
• •Exclusivity through Curation

Best Practices

• •Be Direct and Factual: Use simple, declarative sentences. Avoid embellishments, superlatives, or emotional language. The copy should describe the product and its origins clearly and concisely.
• •Prioritize "Less is More": Just as the design is minimal, the copy should be too. Use as few words as necessary to convey the message. Let the product imagery do most of the talking.
• •Emphasize Quality and Origin: Always mention the key value propositions: Italian craftsmanship, calf leather, Margom soles, and the Swedish design origin. These facts build trust and justify the premium positioning.
• •Maintain a Confident, Understated Tone: The brand does not need to shout. The copy should reflect a quiet confidence in the product's superiority. Avoid exclamation points and overly enthusiastic language.
• •Tell the Origin Story Subtly: Weave the brand's history The 2004 design project, the anti-logo philosophy, the slow-growth model into the narrative where appropriate. This story is a powerful differentiator and reinforces the brand's authenticity.

Social Perception

Erik Schedin is perceived as a pioneer in the minimalist luxury sneaker space. It is highly respected among design and fashion aficionados for its quality, timeless aesthetic, and adherence to its founding principles. The brand is seen as an "if you know, you know" label, appealing to a customer who values quality and understated design over conspicuous branding. The collaborations with Comme des Garçons and FACETASM have lent it significant credibility and cachet within the fashion industry. It is frequently compared favorably to Common Projects, often cited as a more authentic and reasonably priced originator of the style.

Copy Examples

• •The Leather Sneaker. Designed in 2004 as an exercise in pure understatement. Made in Tuscany, Italy from full-grain calf leather with a stitched Margom rubber sole. A perforated leather lining provides comfort and breathability. The only detail is the size, stamped on the tongue. Timeless by design.
• •Erik Schedin. White Leather Sneaker. Made in Italy.
• •Erik Schedin: The Original Minimalist. It began in 2004 with a simple idea: a sneaker reduced to its essential form. No logos, no noise. Just pure design and uncompromising quality. Created by Swedish designer Erik Schedin, each pair is crafted in Italy from the finest materials. More than a decade later, the original design remains unchanged a testament to its timelessness.
• •Back in Stock. The White Leather Sneaker is now available again in all sizes. Crafted for longevity from Italian calfskin. Secure your pair.
• •Less is Final. In a world of fleeting trends, we believe in the permanent. The Erik Schedin sneaker, designed in 2004, remains unchanged. No logos. No hype. Just the essential form, perfected. Discover a Timeless Staple.