Brand Tone

Authentic, conscious, relaxed, direct, personal, inviting, knowledgeable, passionate about sustainable fashion without being preachy.

Brand Values

• •Sustainability
• •Authenticity and Self-Expression
• •Community and Localism
• •Sensory Experience
• •Art and Culture

Best Practices

• •Lead with "Why": Always circle back to the core values of sustainability, authenticity, and community in your messaging. Whether it's a product description or a social media post, the "why" behind the brand should be palpable.
• •Use Sensory Language: Continue to emphasize the tactile and emotional aspects of clothing. Use words that evoke feeling, texture, and sight to bridge the gap between the digital and physical experience, a core part of the brand's philosophy.
• •Maintain a Relaxed and Authentic Tone: Avoid overly corporate or sales-y language. Write as if you are having a conversation with a like-minded friend who is passionate about good design and conscious living.
• •Spotlight Your Brands and Their Stories: Since you are a multi-brand retailer, use your platform to tell the stories of the sustainable brands you carry. This reinforces your commitment to your values and adds depth to your own brand narrative.
• •Connect to Your Roots: Regularly mention your connection to Valencia and the Ruzafa neighborhood. This grounding in a physical place adds a layer of authenticity and community that is a key differentiator for the brand.

Social Perception

Perceived as a niche, respected retailer within the Valencia region, known for its commitment to sustainability and curated style. For a broader audience, it is likely perceived as a thoughtful and aesthetically pleasing online store, with an authentic 'local gem' appeal due to its strong tie to its physical location in Ruzafa.

Copy Examples

• •Wear your values. Our new collection is a conversation between sustainable materials and timeless design. Each piece is chosen with intention, to be a part of your story for years to come. Discover the collection online and in our Valencia space. #lacontra #SustainableFashion #ConsciousStyle
• •Fashion that feels right. In every sense. Explore our curated selection of sustainable clothing and accessories.
• •Tired of fast fashion? At lacontra, we believe in clothing with a conscience. We partner with brands that share our commitment to sustainability and quality. Find pieces you'll love and feel good about wearing. Visit us in Valencia or shop online.
• •Hi [Name], At lacontra, we started with a simple idea: to create a space where fashion is about more than just trends. It's about identity, art, and making choices we can be proud of. Thank you for being part of a community that values sustainability and authentic self-expression. Your support allows us to continue partnering with brands that are making a difference.
• •This isn't just a store, it's a space to connect. To touch the fabrics, see the details, and find the clothes that truly represent you. Welcome to lacontra.