Brand Tone

Friendly, Conscious, and Empowering

Brand Values

• •Sustainability
• •Community
• •Quality Curation
• •Individuality
• •Transparency

Best Practices

• •Always Speak to the "Swaper": Address your audience directly using the community nickname "Swapers." Use "you" and "we" to create a conversational, one-on-one feeling. This reinforces the community value in all communications.
• •Lead with the "Why": Start with the purpose behind the product, not just the product itself. Instead of "New shirt for sale," try "Give this shirt a second story." This connects every piece of copy back to the core value of sustainability.
• •Balance "Trendy" with "Conscious": Your copy should reflect both the style appeal and the sustainable mission. Pair fashion-forward language ("must-have," "vintage gem," "on-trend") with conscious terms ("eco-friendly," "circular," "pre-loved") to attract both style-savvy and eco-aware customers.
• •Educate, Don't Preach: Share facts and tips about sustainable fashion in a light, digestible, and empowering way. Use Instagram Stories, blog posts, or short captions to inform your audience about the positive impact of their choices, making them feel like smart participants in a movement.
• •Maintain a Consistent Voice Across All Channels: Whether it's a website product description, an Instagram DM reply, or an email newsletter, the friendly, conscious, and empowering tone must be uniform. Create a simple brand voice guide for anyone writing on behalf of La Swape to ensure every piece of communication sounds like it comes from the same trusted source.

Social Perception

A trustworthy and trendy destination for sustainable fashion, perceived as positive, community-focused, and aspirational yet accessible.

Copy Examples

• •A 90s denim dream, ready for its next chapter with you. We found this one-of-a-kind gem and knew a Swaper needed it. Be fast, because unique pieces like this don't last. Tap the link in our bio to make it yours and keep fashion circular. #LaSwape #PreLovedFashion #CircularStyle
• •Hey Swaper, we just wanted to say thank you. Every time you choose a pre-loved piece, you’re casting a vote for a healthier planet. This month alone, our community has given over 500 garments a second life! That's a powerful choice. Keep tagging us in your #SwaperStyle photos—you inspire us every day.
• •Don't let those amazing clothes you no longer wear gather dust. Give them a new life and find your next favorite piece. Join the circular fashion movement. Learn how to swap with us.
• •Discover La Swape, where every piece of clothing has a story. We curate the best pre-loved fashion so you can build a unique wardrobe that's kinder to the planet. Shop consciously, dress individually. Explore our latest collection.
• •Did you know? The fashion industry is one of the world's top polluters. But choosing second-hand makes a huge difference! Are you ready to join the circular fashion movement?