Brand Tone

Artisanal, reverent, bohemian, free-spirited, confident, and unapologetic, reflecting a deep respect for heritage and craftsmanship.

Brand Values

• •Heritage & Craftsmanship
• •Enduring Style over Trends
• •Artistic & Personal Expression
• •Made in America
• •Connection to Nature

Best Practices

• •Lead with the Narrative: Always tie the product back to its story. Whether it's the founder's inspiration, the heritage of the Pendleton pattern, or the craftsmanship in the NYC studio, the narrative is the core of the brand.
• •Use Evocative, Sensory Language: Employ words that evoke a sense of touch, place, and emotion. Terms like "sumptuous," "fluid silk," "unforgiving winters," and "crisp air" create a richer, more immersive brand world.
• •Emphasize "Heirloom" over "Luxury": While the items are luxurious, the word "heirloom" better captures the brand's values of longevity, timelessness, and passing pieces down through generations. It justifies the price through value retention rather than just status.
• •Maintain a Confident, Artistic Voice: The copy should be direct and self-assured, never overly salesy or apologetic about its niche position or price. Speak as an artist sharing their creation, not just a retailer selling a product.
• •Incorporate the "Made in NYC" Stamp: Consistently mention that the garments are handmade in New York City. This reinforces values of quality, ethical production, and American craftsmanship, which is a key differentiator.

Social Perception

Lindsey Thornburg is perceived as a niche luxury brand, iconic and recognizable for its signature cloaks. It is viewed as aspirational and artistic, offering high-cost investment pieces justified by their quality, craftsmanship, and unique design.

Copy Examples

• •Woven from story, crafted for the wild. Our classic Pagosa Springs cloak, born from legendary Pendleton wool, is more than a layer—it's a legacy. Handmade in NYC to be your heirloom for every winter to come.
• •The Anouk Dress moves with a quiet poetry. Cut from fluid silk charmeuse with a back that speaks volumes, it’s designed for the woman who is her own muse. An ode to timeless silhouettes and the art of subtlety. Consciously made in our Manhattan atelier.
• •Heirlooms, Not Trends | The Winter Collection is Here
• •Artistry You Can Wear. It starts as a world-class Pendleton blanket, woven in an American mill. In our NYC studio, it is transformed. Hand-cut and sewn with a silk-rayon lining, our cloaks are built for a lifetime of warmth and wonder. Discover the piece that tells your story.
• •Beyond The Trend. The Art of the Heirloom Cloak.