Brand Tone

Aspirational, conscious, and technical

Brand Values

• •Sustainability
• •Durability & Quality
• •Functionality & Thoughtful Design
• •Innovation
• •Timeless Style

Best Practices

• •Lead with the 'Why': Always connect product features back to the core values. Instead of just saying 'durable fabric,' say 'Durable ripstop fabric, so it can be passed down, not thrown away.'
• •Use a Value-Driven Vocabulary: Incorporate words that reflect your ethos: timeless, conscious, circular, innovative, durable, versatile, purposeful, considered. This reinforces the brand identity in every communication.
• •Educate and Empower: Use copy to inform customers about sustainable practices, material innovations, and the benefits of a circular economy. This positions the brand as a thought leader and builds a more informed, loyal customer base.
• •Highlight Tangible Impact: Be specific about sustainability efforts. Quantify your impact (e.g., '1 tree planted, 5 plastic pieces rescued, 10kg CO2 offset per order') to make the brand's commitment concrete and trustworthy.
• •Embrace 'Tech for Good': Consistently mention the NFC tags and LOOP platform. Frame this technology not as a gimmick, but as an essential tool that empowers the customer to participate in the brand’s circular vision.

Social Perception

Premium, trustworthy, and mission-driven brand, perceived as an authentic and innovative leader in the slow fashion movement, fostering community and loyalty among environmentally conscious consumers through transparency and circularity initiatives.

Copy Examples

• •Engineered for the elements. Designed for a generation. Our Waterproof Tech Jacket is more than a layer; it's a promise of durability and a commitment to exploring our world responsibly. #KolabCollection #MadeToPassDown #SustainableStyle
• •This isn't just a jacket. It's part of a cycle. Discover how our new NFC-enabled LOOP platform is giving every KOLAB garment a second, third, and fourth life. Join the circular fashion movement.
• •The Chore Jacket, reimagined. We started with a timeless silhouette and elevated it with innovative, durable ripstop fabric and reinforced seams. Seven strategically placed pockets offer function for your journey, while its classic design ensures it will be a staple in your wardrobe for years. Built for purpose, made to last.
• •Wear the change you want to see. Every KOLAB purchase plants a tree, removes plastic from the ocean, and offsets carbon. We create timeless apparel that's better for you and the planet. Shop the collection and become part of the solution.
• •Fewer, Better Things. We design timeless essentials that blend innovative materials with purposeful craftsmanship. Clothing made to be worn, repaired, and passed down. This is Slow Fashion. This is KOLAB.