Brand Tone

rebellious, raw, defiant, unapologetically feminist, direct, candid, anti-capitalistic, and insider-focused with humor

Brand Values

• •Authentic Representation
• •Female Empowerment & Community
• •Anti-Consumerism & Craftsmanship
• •Resilience & Embracing Imperfection
• •Rebellion

Best Practices

• •Embrace the "Anti-Brand" Voice: Always write from a place of rebellion. Question industry norms. Use direct, unfiltered language and avoid corporate jargon or overly polished marketing speak. The phrase "Yawning by what has been presented of surf women so far" is a perfect guide.
• •Speak Directly to the "Pirate Ladies": Address your community as insiders. Use "we" and "you" to foster a sense of shared identity. Reference the struggles and joys you know they experience, like failing, trying again, and finding community in unexpected places.
• •Champion Imperfection: Weave the values of "Win by Failing" and "Broke but Happy" into all messaging. Talk about the ugly side of surfing and life. This honesty is your key differentiator and builds trust with your audience.
• •Prioritize Action and Making: Frame your narrative around doing, making, and repairing. Use active verbs. The call to "Buy Less, Sew and Surf More" should be a recurring theme, reinforcing your anti-consumerist stance and encouraging hands-on creativity.
• •Stay True to Your Feminist Roots: Consistently reinforce that the brand is "for women." Celebrate female role models, tell their stories, and create content that empowers and validates the experiences of women in a male-dominated space.

Social Perception

niche, authentic, and female-centric, empowering women surfers, collaborating with local artisans, resonating with a subculture, and perceived as a grassroots movement valued for its authenticity and mission

Copy Examples

• •They tell you to buy it. We say make it. They tell you to smile. We say surf it out. Our flags are stitched with grit and saltwater, for the pirate ladies charting their own course. Send us a message for custom orders. #MalorieKnoxSurfers #BuyLessSurfMore #AntiBrand
• •FOR THE LADIES IN THE SHADOWS. The ones with busted fins, patched wetsuits, and the truest smiles. This is for you.
• •The "Broke But Happy" Tee: Wear the truth. This isn't just a shirt; it's a statement for every woman who'd rather have a full heart than a full wallet. Printed with love in Portugal on 100% cotton for those who fail every day, but at least with a smile. It's for crying under water and laughing in the parking lot.
• •Tired of the same surf aesthetic? So were we. Malorie Knox Surfers is the anti-brand for women who actually surf. We make gear for the wipeouts, the wins, and the whiskey-fueled conversations that started it all. Join the rebellion.
• •Not another surf brand.