Brand Tone

Sophisticated & Elegant, Conscious & Responsible, Authentic & Heritage-Rich, Passionate & Quality-Focused, Warm & Inviting

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Made in Italy
• •Ethical Production
• •Transparency
• •Timeless Elegance

Best Practices

• •Emphasize Heritage & Craftsmanship: Consistently weave in the "Made in Italy" narrative, the skill of local artisans, and the historical inspiration. Use terms that evoke quality and meticulous creation.
• •Prioritize Sustainability Language: Regularly highlight the use of natural and regenerated yarns, eco-friendly practices, and the principles of Slow Fashion. Use phrases like "conscious choice," "sustainable luxury," "eco-cashmere."
• •Maintain an Elegant & Sophisticated Voice: Use refined language that reflects the premium nature of the products. Avoid overly casual slang or overly technical jargon. Focus on the sensory experience: softness, warmth, comfort.
• •Be Authentic & Transparent: Share the story behind the materials and the making process. Communicate clearly about the brand's values and commitments, particularly regarding sustainability and ethical sourcing.
• •Focus on Timelessness & Investment: Position the garments not as fleeting fashion items, but as enduring pieces of quality that are worth investing in. Highlight durability and classic design.

Social Perception

Lanaioli is perceived as a luxury brand that is deeply committed to sustainability and Italian craftsmanship. Customers who have purchased items appreciate the quality of the materials and the make. The brand is seen as a proponent of "Slow Fashion," appealing to conscious consumers who value durability and ethical production. There's an understanding of their dedication to using natural and regenerated yarns, positioning them as an eco-friendly choice in the luxury market. Their connection to Italian heritage and artisanry adds to their appeal and perceived authenticity.

Copy Examples

• •Lanaioli: Italian Artistry. Sustainable Soul. Experience the embrace of pure, consciously crafted cashmere. Each Lanaioli piece is a testament to Italy's rich weaving heritage, meticulously brought to life by local artisans using the finest natural and regenerated yarns. Timeless elegance, woven with respect for our planet.
• •The Future of Luxury is Regenerated. Discover our Regenerated Cashmere collection. We believe true luxury lies not only in exquisite softness and impeccable Italian craftsmanship but also in a commitment to a gentler footprint. Wear the change with Lanaioli.
• •Crafted in Italy, Cherished Forever. From the historic heart of Italian textile excellence, Lanaioli brings you knitwear designed to endure. Our dedication to superior natural yarns and artisanal skill ensures each garment is an investment in timeless style and enduring quality. This is Slow Fashion, redefined.
• •Feel the Difference of True Italian Cashmere. Lanaioli selects only the most exquisite natural fibres, transformed by the skilled hands of Italian master craftspeople. Indulge in unparalleled softness and warmth, knowing your choice supports a legacy of quality and a commitment to sustainable practices.
• •More Than Knitwear. A Legacy Woven. Inspired by the historic Lanaioli guild of Florence, we champion the art of Italian wool. Our creations blend tradition with a modern vision for sustainable luxury, offering you pieces that tell a story of heritage, quality, and conscious care.