Brand Tone

authentic, traditional, and quality-focused

Brand Values

• •Quality & Durability
• •Sustainability & Responsibility
• •Tradition & Heritage
• •Functionality & Timeless Design
• •Natural Materials

Best Practices

• •Emphasize Heritage and Craftsmanship: Regularly reference the brand's long history (since 1946) and its origins in Sweden's traditional knitting region of Gällstad.
• •Highlight Natural Materials & Sustainability: Consistently use terms like "natural wool," "sustainable," "eco-friendly," "mulesing-free," and "responsibly sourced" to reinforce these core values.
• •Focus on Quality and Durability: Use language that conveys longevity, timelessness, and the high standard of the products. Words like "enduring," "long-lasting," "investment piece," and "crafted" can be effective.
• •Maintain a Connection to Swedish Identity: Subtly weave in elements of Swedish lifestyle, nature, or design philosophy to reinforce the brand's origin and authenticity.
• •Speak to Functionality with Understated Confidence: Describe the practical benefits of the clothing (warmth, breathability, versatility) in a straightforward, knowledgeable, and confident manner, avoiding overly technical jargon unless appropriate for a specific product detail.

Social Perception

reputable and trustworthy brand that produces high-quality, durable, and sustainable wool clothing

Copy Examples

• •Ivanhoe of Sweden: Crafted for Life's Adventures, Since 1946. Experience the enduring warmth and natural performance of our Swedish-knitted wool. Timeless design, sustainably made.
• •More Than a Sweater, It's a Legacy. For over 75 years, Ivanhoe of Sweden has woven tradition and innovation into every garment. Discover the difference of pure, mulesing-free wool.
• •Naturally Smart, Effortlessly Stylish. Our wool pieces are designed to move with you, from rugged trails to city streets. Embrace the comfort and versatility of Ivanhoe of Sweden.
• •Rooted in Swedish Craftsmanship. Committed to a Greener Future. Ivanhoe of Sweden blends heritage techniques with sustainable practices to bring you woolwear you can cherish for years to come.
• •Feel the Ivanhoe Difference: Quality Wool, Responsibly Sourced. Invest in pieces that are as kind to the planet as they are to your skin. Explore our latest collection.