Brand Tone

Thoughtful, Serene, Academic, Intimate

Brand Values

• •Sustainability
• •Empathy
• •Craftsmanship
• •Anti-Fashion

Best Practices

• •Lead with Philosophy, Not Product: Always frame the narrative around the "why" —the emotional function, the sustainable sourcing, the empathic design. The garment is the result of this philosophy, not just an item for sale.
• •Use an Educated and Intentional Vocabulary: Employ terms like "somatic," "bioregional," "regenerative," and "empathic." This reinforces the brand's academic and research-based identity and attracts a customer who appreciates this depth.
• •Embrace the "Anti-Fashion" Stance: Consistently and confidently state what you are not. Avoid words like "trendy," "latest collection," "must-have," or "new arrivals." Instead, use terms like "offerings," "pieces," and "explorations."
• •Focus on Sensory and Emotional Language: Describe how the fabrics feel, how the garments drape, and the sense of comfort or freedom they provide. Use words like "sensual," "healing," "comfort," and "grace" to speak directly to the wearer's experience.
• •Maintain a Serene and Minimalist Tone: Keep the copy clean, calm, and uncluttered, mirroring the visual aesthetic. Avoid exclamation points, excessive adjectives, and urgent calls-to-action. The tone should be an invitation, not a hard sell.

Social Perception

Niche, Respected, Artistic

Copy Examples

• •Feel the garment, not the gaze. Our Merino Sweaterdress is designed to connect you to your own sense of comfort and grace. Made with traceable Rocky Mountain wool, it exists to serve your body, not the trends. #Herderin #ClothingTheSelf #SomaticDesign
• •Clothing as a second skin. We create garments from regenerative, US-grown fibers to explore the art of being comfortable in your own body. This is not fashion. This is a conversation with nature.
• •The Calder Pant is an exploration of freedom. Designed without hardware and with a fluid drape, it moves as you do. Each pair is single-tailor made in our California studio from organic US cotton, offering an experience of unrestricted comfort. A piece designed to be lived in, season after season.
• •Subject: A Note on Slowness Body: "In a world that rushes, we believe in the value of the deliberate. Each Herderin piece is made by hand, one by one, imbued with intention. We are currently focusing our energy on our 'Clothing The Self' study and are not rushing production. Thank you for supporting a slower, more thoughtful approach to clothing. [Explore the Journal]"
• •We begin with a question: how does it feel? From there, we design. Herderin is a research studio dedicated to the emotional experience of clothing. We use empathic design principles and regenerative fibers to craft pieces that honor both the body and the earth. We invite you to feel the difference.