Brand Tone

Approachable, conscious, stylishly casual, personal, warm, confident, and knowledgeable, resembling a passionate, small-scale artisan.

Brand Values

• •Sustainability & Natural Materials
• •Handmade Quality & Craftsmanship
• •Practical & Modern Design
• •Ethical & Regional Production
• •Authenticity & Passion

Best Practices

• •Always Blend "Cool" with "Conscious": Never lean too heavily on one aspect. Every piece of copy should balance the stylish, modern aesthetic with the core values of sustainability, natural materials, and ethical production.
• •Use a Personal, Direct Tone: Address the customer directly using "you" and "your child." Incorporate warm, slightly informal language ("Hey," "Check out") to maintain the approachable, artisan-brand feel.
• •Highlight the "Handmade in Germany" Aspect: This is a key differentiator. Mentioning the German/regional origin and the handmade nature of the products reinforces quality, craftsmanship, and trustworthiness.
• •Focus on Tangible Benefits: Instead of just saying "high quality," explain what that means: "grow-with-me cuffs for longer wear," "soft merino wool that’s gentle on skin," "freedom of movement for non-stop play."
• •Tell the Story: Weave the brand’s mission and the founder's passion into the copy where appropriate. Remind customers that LEROBE was born from a desire to make sustainable kids' clothing exciting and stylish, creating a stronger connection with parents who share that goal.

Social Perception

Highly positive, perceived as a high-quality, trustworthy, and authentic brand. Customers appreciate the durability, thoughtful design, and personal service, seeing it as a premium choice for parents prioritizing sustainability and quality for handmade, long-lasting items.

Copy Examples

• •Adventures are calling. Our wool fleece suits are made for more than just looking good—they're for climbing, running, and exploring. Handmade in Germany from the softest natural fibers, they offer total freedom of movement, keeping your little one warm without holding them back. Ready for the playground and beyond.
• •Style that lasts. This isn't just another hoodie; it's their favorite hoodie for seasons to come. Crafted from cozy, GOTS-certified organic cotton, its clever design with extra-long cuffs means it grows with your child. Less waste, more wear. Sustainable, stylish, and unbelievably soft. Handmade with love, for the cool kid in your life.
• •Tired of fast fashion for your kids? At LEROBE, we do things differently. We create timeless, street-style-inspired pieces from natural materials that feel good and are made to last. Every stitch is done by hand in our German studio. Choose quality over quantity. Discover fashion with a conscience.
• •Cool Kids Couture. Redefined. We believe kids' clothes can be stylish, sustainable, and ready for real life. Explore our collection of handmade pieces from natural materials, designed for comfort and play. Fairly made in Germany.
• •Hey quality-lover! 👋 New drops + a peek into our studio... Just dropped: our latest collection of bio-cotton favorites! Perfect for summer adventures, each piece is designed to be as durable as it is cool. See what’s new and find a piece they’ll never want to take off.