Brand Tone

Authentic & Heritage-Driven, Quality-Conscious & Expert, Sustainable & Responsible, Understated & Classic, Friendly & Passionate (especially about wool)

Brand Values

• •Tradition & Heritage
• •Quality & Craftsmanship
• •Sustainability & Responsibility
• •Functionality & Durability
• •Natural Simplicity & Timeless Design
• •Innovation (within tradition)

Best Practices

• •Emphasize Heritage and Expertise: Always weave in the brand's long history (since 1946) and deep knowledge of wool and knitting. Use phrases that convey experience and tradition.
• •Prioritize 'Quality' and 'Durability' in Descriptions: Focus on the tangible benefits of the materials and craftsmanship that lead to long-lasting products. Avoid hype; let the quality speak.
• •Be Transparent About Sustainability: Clearly communicate the sustainable aspects – mulesing-free wool, Bluesign® certified yarns, local production, natural materials. Make this a consistent part of the narrative.
• •Use Clear, Informative, and Slightly Understated Language: The tone should be confident but not boastful. Provide factual information about the benefits of wool and the construction of the garments. The style is timeless, so the language should reflect that – avoid overly trendy slang or jargon.
• •Connect with Nature and Well-being: Highlight how the natural properties of wool contribute to comfort, practicality, and a connection to the outdoors, aligning with a lifestyle that values these elements.

Social Perception

High-Quality & Durable, Sustainable & Ethical Choice, Comfortable & Functional, Classic & Timeless Style, Premium (Worth the Investment), Trusted Swedish Brand

Copy Examples

• •Crafted in Sweden. Cherished for Generations. Since 1946, Ivanhoe of Sweden has been weaving tradition and innovation into every woolen garment. Experience the enduring quality of nature's finest fiber, responsibly sourced and knitted in our Gällstad factory. More than just clothing, it's a legacy of warmth.
• •Wool, as Nature Intended. Discover our NLS (New Level of Sustainability) collection. Pure, undyed wool, free from chemicals and plastics – just the timeless comfort and performance of 100% natural fiber. Kind to your skin, kind to the planet.
• •The Art of Swedish Knitting. The Science of Wool. For over 75 years, we've dedicated ourselves to the unique properties of wool. Breathable, durable, and naturally temperature-regulating. Ivanhoe of Sweden brings you functional, stylish pieces designed to accompany you on every adventure, year after year.
• •Invest in Warmth That Lasts. Our commitment to quality means your Ivanhoe sweater isn't just for a season – it's for a lifetime of moments. Explore our collection of timeless wool essentials, crafted with care and a deep respect for nature.
• •Beyond the Fleeting Trend: Enduring Swedish Design. Ivanhoe of Sweden offers more than just garments; we offer a connection to sustainable practices and classic style. Feel the difference of locally knitted wool, designed for comfort, durability, and a lighter footprint.