Brand Tone

aspirational, mindful, and effortlessly cool. It’s also authentic and conscious.

Brand Values

• •Quality: Emphasis on high-quality materials and construction for longevity.
• •Timelessness & Versatility: Focus on classic designs that don't go out of style and can be worn in multiple ways.
• •Sustainability & Slow Fashion: Promoting a more considered approach to consumption, producing in limited quantities, and avoiding excess.
• •Ethical Production & Social Responsibility: Fair treatment of artisans, handmade production, and a commitment to positive impact.
• •Inclusivity & Confidence: Designing clothes to make people feel good and confident, regardless of size ("Choose happy not a size").
• •Authenticity & Unpretentiousness: Being genuine and not just using marketing language for trends.
• •Effortless Style: Cultivating a "cool girl" aesthetic that is both effortless and edgy.

Best Practices

• •Embrace "Effortless Cool": Use language that is relaxed, confident, and slightly understated. Avoid overly formal or overly hyped-up language. Think inspiring but approachable.
• •Highlight Values Authentically: Weave in keywords related to quality, timelessness, slow fashion, and ethical production naturally. Show, don't just tell. For example, instead of saying "we are sustainable," talk about "limited quantities to preserve resources."
• •Speak to the "Quintessential Cool Girl": Keep this persona in mind. The language should resonate with someone who is independent, stylish, and conscious of her choices. Use empowering and positive framing.
• •Focus on the "Feel Good" Factor: Connect the clothing to feelings of confidence, comfort, and happiness ("Choose happy not a size"). Emphasize the experience of wearing Les.Basics.
• •Maintain a Consistent Voice Across Platforms: Whether it's the website, Instagram captions, or email newsletters, the tone should feel cohesive, reinforcing the brand's identity at every touchpoint. Regularly review content to ensure it aligns with the established voice.

Social Perception

Customers and online commentators perceive Les.Basics as a provider of high-quality, timeless, and comfortable everyday wear. The brand is recognized for its commitment to slow fashion, ethical practices, and sustainability. It's seen as a brand for those who appreciate minimalist style with an edgy, "cool girl" vibe. There's an appreciation for the quality of materials and the handmade aspect of their products. The Bali store and connection to local artisans contribute to a perception of authenticity and a unique brand story.

Copy Examples

• •Headline: Beyond Trends. Beyond Seasons. Just You. Body: Discover essentials crafted with intention. Les.Basics is more than clothing; it's a feeling. Quality you can touch, style that lasts, and a commitment to a kinder way of fashion. Wear what matters. #FeelGood #SlowFashion
• •Instagram Caption (with a photo of someone looking effortlessly stylish in their denim): That Sunday feeling, any day of the week. Our denim isn't just made; it's crafted – for comfort, for longevity, for that "just right" fit that lets your confidence shine. Ethically made, designed to be loved. #LesBasicsDenim #TimelessStyle #ConsciousCloset
• •Product Description (for an oversized shirt): Effortless, meet edgy. Our Oversized Shirt is designed for versatility and ultimate comfort. Made with breathable, quality fabric and a relaxed fit that whispers cool confidence. Dress it up, pare it down – it’s your canvas. Handcrafted with care, because how your clothes are made matters as much as how they make you feel. #StaplePiece #QualityOverQuantity
• •Email Subject: Less, but so much better. ✨ Body: Tired of the fleeting trends? At Les.Basics, we believe in the power of enduring style. Our curated staples are designed with quality, versatility, and a slower pace in mind. Invest in pieces you'll love and wear, year after year. Feel good, inside and out. Explore the new collection. #BuyBetter #MindfulWardrobe
• •About Us Snippet: We're not just making clothes; we're curating a lifestyle. One that values quality over quantity, timeless design over passing fads, and feeling truly good in what you wear. Les.Basics is for the quintessential cool girl who lives by her own rules, with effortless style and a conscious heart. Join us in embracing a slower, more considered approach to fashion. #LesBasicsStory #EthicalFashion