Brand Tone

Sophisticated, serene, genuine, aspirational yet accessible, personal, story-driven, confident, and understated.

Brand Values

• •Timelessness
• •Craftsmanship
• •Sustainability
• •Quality
• •Effortless Elegance

Best Practices

• •Lead with the 'Why': Always connect the product back to the core values. Don't just sell a shoe; sell the tradition, the timelessness, the sustainable choice.
• •Use Sensory and Evocative Language: Words like "sun-drenched," "handcrafted," "soft suede," and "ancient tradition" create a richer, more tangible brand world.
• •Embrace Understated Confidence: Avoid overly promotional language, exclamation points, and urgent CTAs. The copy should be as calm and self-assured as the designs themselves. Let the quality speak for itself.
• •Tell the Story of Craftsmanship: Regularly share details about the production process. Highlighting that a pair of shoes takes two hours to make, or that they are made in a family-owned workshop, reinforces the brand's value and justifies its premium positioning.
• •Speak to the Customer's Mindset: Address the desire for a more intentional life. Use phrases that contrast with the chaos of modern trends, such as "an antidote to haste," "seasonless," and "your forever pieces," to resonate with the target audience's values.

Social Perception

Niche, premium, and conscious; perceived as a source for high-quality, authentic European summer wear; trustworthy and transparent; a sophisticated and mindful choice for timeless style; an emotional brand connecting with memories and intentional living.

Copy Examples

• •More than a shoe, it's a tradition. Each pair of our espadrilles is handcrafted in Spain, a process that takes over two hours to complete. Feel the generations of craftsmanship in every step. #fromastridwith #HandmadeHeritage #TimelessStyle
• •Find your forever summer. Our timeless espadrilles and handcrafted bags are made for sun-drenched days and unforgettable moments. Designed to last, created with care. Discover the collection.
• •Slow Fashion for a Fast World. We believe in timeless design, traditional craftsmanship, and producing in small quantities to honor our planet. Style that feels as good as it looks.
• •In a small workshop in Spain, artisans are weaving, stitching, and shaping our next collection of espadrilles, just as they have for generations. It’s a slow, deliberate process—a true antidote to modern haste. We choose this path because we know true quality can't be rushed. We invite you to walk with us. Explore the new arrivals.
• •The art of packing beautifully is choosing pieces that tell a story. Handcrafted, timeless, and ready for any adventure you are. #TravelStyle #SustainableFashion #Espadrilles #EuropeanSummer