Brand Tone

Artisanal, Mindful, Sophisticated, Restrained

Brand Values

• •Sustainability
• •Craftsmanship
• •Authenticity
• •Nonconformity

Best Practices

• •Lead with Philosophy, Not Just Product: Always connect the item back to the core values. Instead of saying 'Buy this jacket,' explain why it was made the way it was —the zero-waste approach, the artisan collaboration, the timeless design.
• •Use an Intentional & Educated Vocabulary: Incorporate terms that reflect the brand's world, such as 'silhouette,' 'provenance,' 'deadstock,' 'patchwork,' 'artisanal,' and 'tectonic.' This elevates the conversation and attracts a knowledgeable customer.
• •Maintain a Restrained & Confident Tone: Avoid hype, exclamation points, and urgent 'buy now' language. The copy should be calm, confident, and minimalist, letting the quality and story of the products speak for themselves. The tone is one of sharing, not selling.
• •Tell the Story of the Materials: Every piece of copy is an opportunity to provide transparency. Mention where the fabric came from (e.g., 'hand-loomed in West Bengal,' 'deadstock denim from Philadelphia'). This reinforces the values of authenticity and ethical sourcing.
• •Emphasize 'Collector' over 'Customer': Frame the audience as collectors of art and patrons of a craft. This language shifts the perceived value from a disposable item to a long-term investment and fosters a community of like-minded individuals who appreciate the brand's mission.

Social Perception

Respected Artisan, Community-Builder, Slow-Fashion Advocate

Copy Examples

• •Architectural lines meet ancient artistry. Our vest is constructed from panels of locally-sourced deadstock linen, meticulously patchworked in the Jogakbo tradition. Each seam tells a story of intention and zero-waste design. A genderless silhouette designed not for a season, but for a lifetime of wear. This is not just clothing; it is wearable sculpture.
• •From a sketch, to a pattern, to a thousand thoughtful stitches. The beauty of patchwork is its patience —transforming forgotten scraps into a unified whole. We believe the most sustainable garment is the one you'll treasure forever. #SlowFashion #ArtisanMade #ZeroWasteDesign #MatthewAddonizio
• •We don't follow seasons; we follow materials. Our practice is a quiet rebellion against the pace of modern fashion. It’s a return to intention, where every garment is a dialogue between traditional craft and contemporary form. We create for collectors, for individuals who seek meaning and longevity in the objects they choose to live with.
• •Give your garments a second life. Join us for an evening of Visible Mending, a workshop dedicated to the art of Shashiko-inspired repair. Learn to turn tears into features and embrace a philosophy of loving your clothes for longer. Because true style is sustainable. Limited spots available.
• •Approved Textiles: The Fabric of a Slower World. Ethically sourced materials for the conscious creator.