Brand Tone

Adventurous, authentic, and community-centric. It is friendly and approachable, encouraging an active lifestyle with a passionate founder's voice.

Brand Values

• •Quality and Functionality
• •Local and Ethical Production
• •Adventure and Outdoor Living
• •Family and Community

Best Practices

• •Lead with Lifestyle, Support with Product: Frame the copy around the experience —adventure, freedom, warmth, convenience. The product features (100% cotton, quick-drying) should be presented as the reasons why these experiences are possible.
• •Emphasize the "Why": Continuously weave the brand's origin story and values into the copy. Remind customers that the product was born from a real need and is made with care by local women in Cape Town. This builds a stronger emotional connection than just selling a towel.
• •Use "You" and "Your" to Center the Customer: Write copy that speaks directly to the customer's needs and aspirations. Phrases like "Your towel will be..." or "Just what you're looking for..." make the message personal and compelling.
• •Maintain an Authentic, Passionate Voice: The copy should always sound like it's coming from Disy, the founder. Keep the tone friendly, enthusiastic, and genuine. Avoid overly corporate or generic marketing language.
• •Incorporate Keywords Naturally: Seamlessly integrate terms like "hooded towel," "changing towel," "surf poncho," "100% cotton," and "Made in Cape Town" to improve SEO while reinforcing brand identity and product specifics.

Social Perception

LA ROCHE Apparel is perceived as a specialized, high-quality, and authentic small business, a go-to for specific hooded changing towels. Customers are seen as those who appreciate well-made, locally-sourced products and lead an active, water-based lifestyle, fostering a loyal niche following.

Copy Examples

• •From sunrise surfs to sunset swims, make every moment an adventure. Our super-soft cotton changing towels are made for the whole family to live in and love. #LaRocheApparel #FamilyAdventure #MadeInCapeTown
• •Change anywhere, stay warm everywhere. Designed by a surfer, for every water lover. Our 100% cotton hooded towels are the adventure essential you've been searching for. Quick-drying, ultra-absorbent, and proudly made in South Africa. Shop now. #SurfTowel #ChangeAndGo
• •Meet your new favorite adventure partner. Born from the need for a better post-surf solution, our hooded changing towel is more than just a towel—it's your personal changing room, a cozy warm-up layer, and a statement of quality. Lovingly made by women in Cape Town from 100% premium cotton.
• •More Than a Towel. When you choose LA ROCHE Apparel, you're choosing a story. A story of a women-led business, of local artisans in Cape Town, and of a commitment to quality that you can feel. Thank you for supporting local. #LaRocheStory #WomenOwned
• •Ready for your next getaway? Don't forget the one thing that makes every water adventure better. Swipe up to explore our collection of luxury changing ponchos and find your perfect color. #BeachEssential #LaRocheApparel