Brand Tone

Authentic, educated, and premium-naturalist. Grounded in the founders' story with honest language. Educates consumers on the benefits of merino and hemp, fast fashion issues, and sustainable practices. Evokes understated luxury through natural, high-quality materials.

Brand Values

• •Sustainability
• •Innovation
• •New Zealand Heritage & Craftsmanship
• •Quality & Durability
• •Transparency and Connection

Best Practices

• •Always Weave in the "Why": Connect features to core values and tangible benefits. Example: "Our 80/20 merino-hemp blend isn't just innovative; it's our answer to throwaway culture, offering unparalleled durability without sacrificing softness."
• •Lead with the Authentic Story: Use the founders' story to build trust and emotional connection. Referencing "three farming families," "Glenaan Station," and the "paddock to garment" journey makes the brand tangible and real.
• •Use Sensory and Natural Language: Copy should feel as premium and natural as the product. Use words that evoke texture, warmth, and the New Zealand landscape (e.g., "soft," "light," "crisp air," "high country," "earth").
• •Educate, Don't Preach: Provide clear, concise information about biodegradability, natural fibres, and the issues with fast fashion. Frame Hemprino as the thoughtful solution.
• •Leverage Customer Validation: Regularly feature customer testimonials in marketing materials. Phrases like "Our customers say it best" or highlighting repeat purchasers reinforces trust and product quality.

Social Perception

Overwhelmingly positive. Perceived as high-quality, effective, and comfortable, leading to strong customer loyalty. Seen as trustworthy and authentic due to the farmer-founder story and "paddock to garment" narrative. Regarded as a sustainable leader and pioneer in natural fibre blends. Aspirational yet grounded, offering a story of innovation and environmental stewardship.

Copy Examples

• •Wear the warmth of the New Zealand high country. This isn't just a jersey. It's the story of sun, snow, and soil, woven into every thread. Our unique blend of ZQ Merino from Glenaan Station and durable hemp is designed to be your timeless companion through every season. Naturally soft, incredibly warm, and completely biodegradable. Choose quality that lasts and leaves no trace. #Hemprino #SlowFashion #NZMade #NaturalFibers #PaddockToWardrobe
• •Beyond Merino. The innovative blend of hemp and wool for enduring softness and strength. 100% New Zealand made.
• •Tired of clothes that don't last? Fast fashion is failing us and our planet. That's why three farming families created Hemprino—knitwear that’s different by design. By blending the world’s strongest natural fibre (hemp) with the softest (ZQ Merino), we’ve made a jersey that gets better with every wear. Invest in a piece of New Zealand you can wear for a lifetime. Shop The Collection
• •Subject: A garment that gives back to the earth. Preview: Discover the Hemprino blend. So soft and durable, you'll wonder why it hasn't always existed.
• •What is the future of textiles? We believe it’s regenerative, circular, and rooted in nature. Hemprino began as an answer to a problem: how to create durable, beautiful apparel without relying on synthetics. After three years of R&D, our merino-hemp blend is proof that innovation and environmental stewardship can be woven together. We're proud to support New Zealand manufacturing and champion a fully biodegradable supply chain. #SustainableFashion #TextileInnovation #NaturalFibres #RegenerativeAgriculture #NZBusiness