Brand Tone

Passionate and artistic, authentic and raw, confident and unapologetic, and community-centric and appreciative, reflecting a deep connection to the creative process and an honest approach to business and audience interaction.

Brand Values

• •Artistic Integrity
• •Individuality & Self-Expression
• •Perseverance & Ambition
• •Quality in Craft

Best Practices

• •Lead with the Art: Always frame the products as "wearable art," "hand-drawn pieces," or "custom creations." Avoid generic fashion terms. The focus should be on the artistic process and the story behind the design.
• •Embrace the Narrative: Consistently weave the founder's journey and the brand's Welsh roots into the storytelling. Authenticity is your biggest asset; share behind-the-scenes content and personal milestones.
• •Use a Confident and Direct Tone for Business: When discussing sales, policies, or product drops, maintain the firm, unapologetic tone from your website's "INFO" page. This reinforces exclusivity and the value of the craft.
• •Highlight Individuality: Use words like "1 of 1," "unique," "one-of-a-kind," and "custom" frequently. Stress that variations in pre-loved garments are not flaws but part of the item's unique character.
• •Speak to the Niche: Continue using thematic and aesthetic keywords like "dark art," "gothic," "demons," and "angels." This solidifies your identity and speaks directly to the audience you've cultivated, ensuring your voice remains distinct and resonant.

Social Perception

Kilvay is perceived as an authentic, artist-driven project, offering exclusive "wearable art" with a strong gothic and dark-art identity. It attracts a dedicated following that values originality and supports the creator's journey, recognizing and appreciating the unique, handcrafted nature of the products.

Copy Examples

• •From Sketch to Stitch. It starts with a blank page and an idea. Hours of drawing, perfecting every line before it ever touches fabric. This isn't just clothing; it's a piece of a story, hand-printed and signed. Wearable art, made to last. #Kilvay #DarkArt #ScreenPrinting #ArtToWear
• •They said it was just a hobby. Now it's my life. From a minimum wage job to creating art full time. Every order packed by hand is a reminder of how far we've come. Thank you for the support. 🏴󠁧󠁢󠁷󠁬󠁳󠁿 #SmallBusiness #GothicFashion #CustomJeans #ArtistJourney
• •Kilvay "Angels & Demons" Hand-Printed Hoodie. A battle of light and dark, drawn by hand and printed onto heavyweight cotton. Each hoodie features our signature artwork, screen-printed with precision in our Welsh studio. Designed for a relaxed fit and built to become a time-honored favorite in your collection. This is more than a hoodie; it's a statement.
• •Art First. Clothing Second. Kilvay was born from a passion for drawing, not a plan for a fashion brand. Based in Wales, every piece is an extension of the artist's sketchbook. We use pre-loved garments as our canvas, giving them new life with designs that are intricate, dark, and unapologetic. Each item is 1 of 1, just like the person who wears it.
• •The Vault is Open. For a limited time, a new collection of hand-drawn and printed pieces is now live. From initial sketch to final print, this work represents weeks of dedication to the craft. As always, every piece is unique and made in-house. Once they're gone, they will not be remade. Thank you for believing in the art. [Shop Now]