Brand Tone

Sophisticated, artistic, and quietly confident. Professional yet passionate, focusing on concepts and craftsmanship. Elegant and thoughtful, appealing to a discerning customer who appreciates quality and design integrity. Conveys exclusivity and intellectualism.

Brand Values

• •Individuality and Uniqueness
• •Quality and Durability
• •Attention to Detail
• •Passion for Design
• •Timelessness over Trends

Best Practices

• •Lead with Philosophy, Not Product
• •Use Elevated and Evocative Language
• •Emphasize "Hidden" Details
• •Tell the Story of Longevity
• •Maintain the "Individualist" Narrative

Social Perception

Perceived as a high-end, niche German designer brand for men, recognized for quality craftsmanship and distinctive, non-mainstream aesthetic. Retailers describe it as sophisticated, elegant, and ideal for the modern man valuing quality and style. It positions itself as accessible to any man expressing individuality, with a curated and artistic social media presence reinforcing its premium, design-led image.

Copy Examples

• •True elegance is a private affair. It's in the details only you can feel, the contrasts hidden from the world. Our ethos is built on this principle: inner values meet outer elegance. Discover the secret artistry within every Hartwich piece.
• •The stand-up collar does more than frame the face; it projects a quiet confidence. Crafted from premium jersey with our signature polished chrome zipper, this shirt is an exercise in masculine elegance. It is not made for trends, but for the man who defines his own.
• •Fashion is fleeting. Style is permanent. For over 30 years, Doris Hartwich has been designing for men who don't follow the crowd, but lead it. Our collections are a statement against the mainstream—unconventional, impeccably crafted, and distinctly individual. Experience Hartwich.
• •In a world of fleeting trends, we believe in the power of permanence. Our garments are crafted in Europe under fair conditions, using materials of uncompromising quality designed to last for years. This isn't just a jacket; it's a companion. A piece of enduring style worth investing in, and even mending, for a lifetime of wear.
• •It begins with passion. For fabrics that tell a story, for cuts that honor the masculine form, and for details that reward a closer look. Hartwich is more than menswear; it is the sartorial expression of the individualist—the man who finds strength in subtlety and character in craftsmanship.