Brand Tone

Aspirational, confident, and effortlessly chic, blending nostalgic romance with modern sophistication. The voice is poised, assured, welcoming, and community-oriented, maintaining an editorial quality.

Brand Values

• •Timeless Design
• •Quality Craftsmanship
• •Individuality and Confidence
• •Nostalgia and Wanderlust
• •Community

Best Practices

• •Write with Nostalgia: Frame the copy around memories, feelings, and timeless moments rather than just product features. Use evocative language that transports the reader to a sun-soaked destination.
• •Speak from a Place of Quiet Confidence: Avoid overly aggressive sales language, exclamation points, and urgent CTAs. The tone should be assured and inviting, letting the quality and style of the product speak for itself.
• •Highlight Craftsmanship, Not Just Features: Instead of saying "durable fabric," say "crafted from luxurious Italian fabric designed to retain its shape." Connect the features to the core value of quality.
• •Cultivate an "In-the-Know" Community: Use phrases that make the customer feel like part of a select group (e.g., "The one you've been waiting for," "For those who know"). This reinforces the brand's status as a discerning choice.
• •Always Connect to the Founder's Vision: Subtly weave the "why" behind the brand into the copy. Remind the audience that these pieces are not mass-produced but are born from a singular vision for creating perfect, timeless swimwear.

Social Perception

FollowSuitShop is perceived as a high-quality, "it-girl" swimwear brand for those with a discerning eye. It's seen as an investment in unique, fashionable, and timeless pieces, associated with style influencers and a travel-centric lifestyle. The brand is viewed as authentic and founder-led, with premium pricing justified by quality, fit, and unique design.

Copy Examples

• •Some moments feel like they're pulled from a memory you haven't made yet. Introducing The Paloma. With its classic cut and our signature ribbed fabric, it’s the suit you’ll reach for season after season. Made for the golden hour, wherever you find it. #FollowSuit
• •You asked, we listened. Our most-loved collection, inspired by the sun-faded elegance of the Italian Riviera, is finally back in stock. These are the pieces you’ll build your summer memories in—timeless, flattering, and crafted to last. Don't let your favorite get away twice. Claim yours before it's gone again.
• •Tired of trends that fade after one season? At FollowSuit, we create swimwear that’s as timeless as your favorite travel memories. Discover our iconic designs, crafted with exceptional quality for a fit you'll feel confident in, year after year. Shop the collection and find your forever suit. Free shipping on all U.S. orders.
• •Styles that tell a story. Swimwear for your now and forever.
• •Meet The Margot. A study in sophisticated simplicity. This suit is defined by its elegant square neckline and a supportive, seamless construction that sculpts and flatters. Crafted from our luxurious Italian fabric, it feels like a second skin, whether you're lounging by the pool or taking your first dip of the day. A timeless silhouette for the modern muse.