Brand Tone

spiritual, contemplative, and artistic

Brand Values

• •Consciousness & Spirituality
• •Artistic Expression
• •Quality & Local Production
• •Community
• •Sacredness of Existence

Best Practices

• •Lead with the 'Why': Always connect the product back to the core values of consciousness, art, and spirituality. Don't just sell a hoodie; sell a piece of an 'awakening' or a 'journey.'
• •Use an Evocative Vocabulary: Incorporate words like 'conscious,' 'ethereal,' 'sacred,' 'visionary,' 'journey,' and 'connect' to maintain the spiritual and artistic tone.
• •Highlight the Artist: Regularly mention Keaton Hartigan as the creative force behind the designs. This reinforces authenticity and the brand's artist-driven identity.
• •Emphasize Quality and Origin: Consistently include 'Canadian Made' and 'High Quality' in product descriptions and ads to justify the premium positioning and appeal to conscious consumers.
• •Speak to the Community: Frame the copy with inclusive language that invites customers to become part of a community of 'likeminded people.' Ask questions and use phrases that encourage introspection and connection.

Social Perception

Based on its online positioning, HartApparel is perceived as a niche, premium brand targeting a specific subculture interested in visionary art, spirituality, and conscious consumerism. The price points (e.g., $111 for a hoodie) indicate that it is positioned in the premium streetwear market. The direct association with artist Keaton Hartigan lends it authenticity and credibility within the visionary art community. The brand is seen less as a mainstream fashion label and more as a wearable art project.

Copy Examples

• •Wear your evolution. The Awakening Hoodie is more than a garment; it's a statement of inner exploration. Crafted in Canada from high-quality materials and featuring art by Keaton Hartigan, it’s designed for the conscious spirit. Embrace the journey within.
• •Art That Connects. Consciousness You Can Wear. HartApparel is where spiritual streetwear and visionary art converge. Each piece, designed by artist Keaton Hartigan, is a conversation starter—a way to connect with your tribe. Explore our new collection of Canadian-made, high-consciousness apparel.
• •We believe art is a bridge to the unseen. HartApparel was born from a desire to translate the ethereal and the esoteric into tangible forms. Every design is a piece of a larger story, created by our resident artist Keaton Hartigan to explore the depths of human potential and our sacred connection to the cosmos. This is more than clothing; it's a conscious choice to wear your values.
• •New Dimensions: The Latest Drop from HartApparel is Here. Step into another realm. Our new collection, inspired by fractal patterns in nature and ancient wisdom, is now available. Discover limited-run, Canadian-made pieces designed to elevate your style and your consciousness. Explore the art, wear the vision.
• •Adorn your sacred space with a vision of interconnectedness. The Terra Tapestry, designed by Keaton Hartigan, transforms any room into a sanctuary for contemplation. Its otherworldly imagery serves as a daily reminder of our deep, symbiotic harmony with the planet and the cosmos. Woven with intention, designed for reflection.