Brand Tone

Authentic, Personal, Artistic, Creative, Sustainable, Conscious, Community-Oriented, Local, Whimsical, Joyful, Passionate, and Proud.

Brand Values

• •Sustainability & Environmental Responsibility
• •Handmade Craftsmanship & Uniqueness
• •Self-Expression & Individuality
• •Cultural Preservation & Heritage
• •Authenticity & Storytelling
• •Community & Connection
• •Joy in Creation & Use

Best Practices

• •Embrace Storytelling: Weave narratives into product descriptions, social media posts, and website content. Share the origin of materials, the inspiration behind a design, or the cultural significance of an item (like the muumuu).
• •Highlight "Handmade" and "Unique": Consistently use terms like "handmade," "one-of-a-kind," "artisanal," "non-mass-produced," and "unique as you are" to reinforce the brand's core differentiator.
• •Emphasize Sustainability Authentically: Clearly communicate the use of upcycled, recycled, and secondhand materials. Explain the "why" behind this choice – the commitment to reducing environmental impact and the beauty found in giving materials a new life.
• •Maintain a Warm, Personal, and Slightly Whimsical Voice: Write as if you're talking to a friend. Use inviting language, express genuine enthusiasm, and don't be afraid to inject a little playfulness or "slight whimsy" as mentioned in the Etsy bio.
• •Connect to Kauai and Hawaiian Culture Respectfully: When relevant, incorporate the spirit of aloha and the inspiration drawn from the local environment and culture. Ensure this is done with genuine respect and understanding, particularly when referencing traditions like the muumuu.

Social Perception

Eco-Conscious and Ethical, Artistic and Unique, Culturally Connected, Authentic and Passion-Driven, Community-Focused. machinemachine is perceived as a beloved local brand that is creative, mindful, and deeply rooted in its values and community.

Copy Examples

• •Each stitch tells a story, each fabric a past life. Our one-of-a-kind Aloha Patchwork Dress isn't just made; it's reborn. Wear a piece of art that's as unique as you and kind to our planet. Handmade with love and sunshine in Kauai. #machinemachine #SustainableStyle #HandmadeHawaii #UniqueAsYouAre #UpcycledFashion
• •Shelter your dreams under a hat stitched with stories. Crafted from vibrant, reclaimed fabric remnants, no two hats are ever the same – just like the adventures you'll have in it. Perfect for sunny Kauai days or adding a touch of island whimsy wherever you wander. Find your unique companion! #MadeInKauai #EcoFashion #Handstitched #machinemachineapparel
• •It's Muumuu Month! Join us as we celebrate the timeless elegance and joyful spirit of the muumuu. This January, let's fill Kauai with color and stories, honoring the wahine before us. Share your #muumuumonth moments! A portion of our vintage muumuu sales this month will support the Kauai Historical Society. Let's wear our heritage proudly! #machinemachine #MuumuuMovement #KauaiCulture #VintageHawaii
• •Hello creative souls! Just in – a fresh batch of goodies, dreamed up and handmade right here in our Kauai studio. From breezy tops made with rescued linens to quirky accessories that whisper tales of their past, discover something wonderfully unique to brighten your day. Because life's too short for boring clothes! Explore the new collection (and feel good doing it!). #JoyfulMaking #ConsciousCloset #machinemachine
• •More than just a clothing brand, machinemachine is a heartfelt experiment in creativity and conscious living, born from a love of sewing passed down through generations. Here on Kauai, we lovingly transform forgotten fabrics into unique treasures, each piece carrying a whisper of the past and a promise for a more sustainable future. We believe in clothing that tells your story, celebrates individuality, and treads lightly on our beautiful Earth. #WearYourValues #KauaiMade #machinemachineStory