Brand Tone

Personal and Passionate, Nostalgic and Whimsical, Authentic and Handcrafted, Conscious and Anti-Fast Fashion, Friendly and Approachable

Brand Values

• •Quality Craftsmanship
• •Individuality and Personalization
• •Sustainability and Conscious Consumption
• •Nostalgia and Timelessness
• •Passion for Design

Best Practices

• •Embrace Storytelling: Weave the founder's passion and the "vintage of tomorrow" narrative into product descriptions, social media, and website copy. Share the inspiration behind designs.
• •Use Warm, Nostalgic Language: Incorporate words and phrases that evoke a sense of comfort, timelessness, and personal connection (e.g., "cherished," "heirloom," "old-school," "made with care," "just like").
• •Highlight Craftsmanship and Uniqueness: Consistently emphasize the "hand-crafted," "custom-made," "small-batch," and "personalized" aspects. Use phrases like "stitched just for you" or "your one-of-a-kind piece."
• •Be Transparent and Authentic: Maintain the approachable, personal voice established by Emily. Share the "why" behind the brand and its commitment to quality and slower fashion.
• •Engage with a Personal Touch: When interacting with customers (comments, DMs, emails), maintain a friendly, helpful, and enthusiastic tone, reinforcing the feeling of a small, passionate brand that values its community.

Social Perception

Positive Customer Feedback, Appreciation for Handcrafted and Unique Items, Seen as a "Slow Fashion" Advocate, Trustworthy

Copy Examples

• •Homepage Banner: Stitched with Love, Designed to Last. Discover your new old favorite. Magill creates custom, vintage-inspired pieces that tell your story. Because fast fashion is fleeting, but memories are made to keep.
• •Product Description (Custom Sweatshirt): Remember that perfectly worn-in sweatshirt from way back when? We’re bringing that feeling back, just for you. Our hand-stitched varsity letters and retro-inspired graphics add a touch of old-school cool to cozy, modern comfort. Let's create your future heirloom, together.
• •Instagram Post: ✨ Magic in the making! ✨ Each Magill piece is dreamed up and handcrafted right here in our San Diego studio. We believe in quality over quantity, and in clothes that are as unique as the amazing people who wear them. What custom piece are you dreaming of? #MagillClothing #VintageInspired #HandcraftedWithLove #SlowFashionStyle #CreateYourOwnStory
• •About Us Snippet: More than just clothes, Magill is a feeling. It’s the thrill of a flea market find, the comfort of a childhood favorite, the joy of something made just for you. Emily, our founder and designer, pours her heart into every stitch, creating the vintage of tomorrow, today. Join our family and wear your story.
• •Email Newsletter Opt-In: Want a little bit of old-school charm in your inbox? Sign up for the Magill list! We’ll share new arrivals, a peek behind the seams, and maybe a story or two. No fluff, no spam, just good vibes and timeless style, crafted for today.