Brand Tone

Elegant, Artisanal, and Conscious

Brand Values

• •Exceptional Craftsmanship & Quality
• •Sustainability & Longevity
• •Empowerment of Women
• •Timeless Design
• •Community & Giving Back
• •Authenticity & Individuality

Best Practices

• •Prioritize Elegant Language: Use sophisticated, descriptive vocabulary that evokes the luxurious feel of cashmere, the skill of the artisans, and the beauty of the designs. Avoid overly casual slang or overly technical jargon.
• •Weave in the "Handmade in NYC" Narrative: Consistently remind the audience of the unique origin and the human touch behind each garment, emphasizing the community of local female knitters.
• •Spotlight Sustainability and Ethics: Naturally integrate messages about sustainable sourcing, lifetime repairs, and the empowerment of women. This is a key differentiator and appeals to the conscious consumer.
• •Focus on Timelessness and Investment: Position the pieces as enduring investments rather than seasonal trends. Highlight their versatility, longevity, and the concept of "heirloom quality."
• •Maintain a Warm and Personal Voice: While elegant, the tone should also feel approachable and authentic, reflecting the personal story of Anya Cole and the intimate nature of a handcrafted brand.

Social Perception

Hania New York is generally perceived as a high-end, niche luxury brand that appeals to a discerning clientele valuing exceptional quality, ethical production, and timeless style over fast fashion.

Copy Examples

• •Immerse yourself in the unparalleled softness of Scottish cashmere, meticulously hand-knit in New York City. Each HANIA sweater is not just a garment, but a timeless embrace of artisanal luxury, crafted to last a lifetime.
• •Elegance woven with purpose. Our sustainable knitwear, born from the hands of empowered New York City craftswomen, offers enduring style and a conscious choice for your wardrobe. Discover pieces designed for today, cherished forever.
• •Beyond fashion, a commitment. HANIA New York champions slow luxury, where every stitch signifies quality, sustainability, and support for our community of female artisans. Wear the change you wish to see.
• •From the vision of Anya Cole, inspired by the grace of dance, comes knitwear that moves with you. Experience the unique comfort and bespoke beauty of HANIA, where Italian yarns meet New York artistry.
• •More than a label, it’s a legacy. Each HANIA piece carries the signature of its maker, a testament to skill, dedication, and the enduring power of handcrafted luxury. Made for you, in NYC, with a lifetime of care.