Brand Tone

Authentic, Adventurous, Conscious, Laid-back, Relatable, Confident, Inclusive, Aspirational, Community-focused

Brand Values

• •Sustainability and Ethical Production
• •Quality and Durability
• •Unique Design and Artistry
• •Adventure and Exploration
• •Community

Best Practices

• •Lead with Lifestyle, Support with Specs: Start with the emotion and the adventure ('why'), then follow with tangible reasons to buy like organic cotton and fair production ('how').
• •Embrace the 'Collective': Consistently use inclusive words like 'collective', 'community', 'we', and 'us' to frame customers as members of a tribe.
• •Tell the Story Behind the Art: Explain the inspiration behind design collections to add depth and value to products.
• •Balance a Laid-Back Tone with Quality Cues: While the voice is casual, weave in words that reinforce the premium nature of the product, such as 'sturdy', 'durable', 'high-quality', and 'rock-solid'.
• •Stay Authentic to Your Roots: Don't shy away from the Dutch origin; mentioning 'Based in NL' or explaining the meaning of 'keihard' adds authenticity.

Social Perception

Kyhard is perceived as a high-quality, authentic, and stylish independent brand. It is seen as trustworthy, delivering on its promises of durability and unique, aesthetically pleasing designs. Its Dutch roots and clever name give it a local, 'in-the-know' appeal, differentiating it from mass-market fashion. The focus on sustainability enhances its positive reputation among a modern, conscious audience.

Copy Examples

• •Built for the wild. Our 'Wildlife' collection is crafted from 100% organic cotton, so you can explore responsibly. Tough enough for the trail, soft enough for the campfire. Join the Collective. #KyhardCollective #OrganicCotton #AdventureWear
• •Capture the feeling of that perfect sunrise session. The 'Beach Life' tee isn't just a shirt; it's a mindset. Made from rock-solid organic cotton with a unique design inspired by early morning waves, it’s your go-to for any coastal adventure. Durable, comfortable, and designed to fade with the sun, not in the wash.
• •Clothing for the Collective. Unique Designs. Rock-Solid Quality.
• •Welcome to the Collective | Your Next Adventure Awaits
• •Kyhard means 'rock-solid.' We took that to heart. We create more than just clothes; we build gear for a collective of adventurers, creators, and boundary-pushers. Every piece is designed in the Netherlands and made with sustainable materials that feel good—in every way.