Brand Tone

Conscious & Passionate, Informative & Transparent, Empowering & Confident, Approachable & Authentic, Proudly Australian

Brand Values

• •Sustainability
• •Ethical Production
• •Transparency
• •Quality & Durability
• •Cruelty-Free/Vegan
• •Female Empowerment
• •Giving Back
• •Climate Neutral

Best Practices

• •Always Lead with Values: Ensure that sustainability, ethical production, and transparency are woven into the narrative, not just add-ons. Every piece of copy should reflect these core principles.
• •Be Specific and Factual: Instead of vague claims, use concrete details about materials (e.g., "GOTS-certified organic cotton," "recycled polyester from post-consumer plastic bottles"), certifications (ECA, PETA-Approved Vegan, Climate Neutral), and processes ("ethically handcrafted in Melbourne"). This builds trust and reinforces authenticity.
• •Speak Directly to the Conscious Consumer: Address their desire for style, quality, and ethical choices. Acknowledge their intelligence and their desire to make informed purchases that align with their values.
• •Maintain an Empowering and Positive Voice: Focus on the positive impact of choosing Keeper Denim – for the planet, for garment workers, and for the wearer's confidence and comfort. Avoid overly preachy or guilt-inducing language; instead, inspire and invite.
• •Show, Don't Just Tell, the "Keeper" Quality: Use customer testimonials and stories to illustrate the comfort, fit, and durability of the jeans. Let the satisfaction of others speak to the quality that makes these jeans a "keeper" in every sense.

Social Perception

Highly Positive, Trusted for Ethics & Sustainability, Valued for Quality & Comfort, Seen as an Inspiring Alternative, Founder's Story Resonates

Copy Examples

• •Headline: Wear the Change. Feel the Difference. Body: Our Elwood Skinny Jeans aren't just made to fit you perfectly; they're made to fit your values. Crafted in Melbourne from organic cotton and recycled materials, each pair is a step towards a cleaner, kinder fashion future. Ethical, sustainable, undeniably comfortable. That's the Keeper promise.
• •Social Media Post: Meet your new favourite jeans – and the story behind them. Inspired by the need for transparency and a love for our planet, Keeper Denim is ethically handcrafted in Australia. We believe in style that speaks volumes about who you are and what you stand for. #KeeperDenim #EthicalFashion #SustainableStyle #MadeInAustralia
• •Product Description Snippet: More than just denim. Our [Jean Name] jeans are a testament to thoughtful design and conscious creation. Using innovative, sustainable materials like GOTS-certified organic cotton and recycled polyester, we ensure every stitch counts towards a healthier planet and fairer industry. PETA-Approved Vegan and Climate Neutral certified because we care.
• •Email Subject: Jeans You Can Truly Feel Good In (Inside & Out!) Body: Tired of compromising between style, comfort, and your conscience? At Keeper Denim, we’re rewriting the rules. Discover denim that’s ethically made in Melbourne, incredibly soft, and designed to last. Join the movement for fashion that looks amazing and does good too.
• •About Us Teaser: From a spark of inspiration after "The True Cost" to a thriving Melbourne workshop, Keeper Denim is one woman's mission to make fashion better. We’re proving that sustainable, ethically-made jeans can be the most comfortable and stylish pair you’ll ever own. Learn our story and why every pair is a keeper.