Brand Tone

Mindful & Curated

Brand Values

• •Sustainability & Ethical Production
• •Curation & Creativity
• •Community & Collaboration
• •Timelessness
• •Transparency

Best Practices

• •Lead with "Why": Always connect the product back to the brand's core values. Don't just sell a dress; sell a piece of a sustainable ecosystem, a timeless design, or a story of local craftsmanship.
• •Use a "Curator's" Language: Employ words like "discover," "curated," "selected," "champion," and "artisan." This positions the brand as a knowledgeable and trustworthy guide rather than just a retailer.
• •Champion the Designers: When featuring products from other brands, always credit and celebrate the original designer. This reinforces the value of community and collaboration, turning a product post into a story about a creator.
• •Be Specific About Sustainability: Avoid vague claims. Use concrete details like "made from dead-stock silk," "crafted with recycled 925 silver," or "produced in a local, family-run factory." This builds credibility and educates the consumer.
• •Maintain an Authentic, Human Voice: Write as the founders would speak. Keep the tone approachable and passionate. Sharing behind-the-scenes content and personal stories about why certain pieces or designers were chosen will strengthen the bond with the community.

Social Perception

trusted curator and a leader in London's sustainable fashion scene

Copy Examples

• •Welcome to the shop, [Designer's Name]. We fell in love with their vibrant approach to design and uncompromising commitment to ethical production. Discover pieces that are not only beautiful but are made with intention. Available in-store and online.
• •NEOSS: Designed in our London studio, made for a lifetime. We create seasonless garments from reclaimed dead-stock fabrics, because timeless style shouldn't cost the earth.
• •Tired of the fast fashion cycle? At inNEOSS, we do things differently. We curate and create pieces with purpose—from independent designers committed to sustainability. Shop slow, wear forever.
• •The perfect everyday dress does exist. The 'Clara' Dress by bug clothing is crafted from 100% European laundered linen and made right here in London. It’s the kind of thoughtful design we champion. Try it on at our Newington Green store this weekend.
• •For us, sustainability isn’t a buzzword—it’s our foundation. It's in the recycled metals of our jewelry, the dead-stock fabrics of our garments, and our commitment to local makers. It's a quieter, more considered way of engaging with fashion.