Brand Tone

Understated & Authentic, Minimalist & Considered, Slightly Unconventional/Subtle Edge, Conscious & Responsible

Brand Values

• •Sustainability & Responsibility
• •Quality & Craftsmanship
• •Timelessness & Longevity
• •Authenticity & Integrity
• •Understated Style

Best Practices

• •Prioritize Honesty and Transparency: Always be upfront about materials (especially deadstock and its limited nature) and production processes. Avoid exaggeration or greenwashing.
• •Embrace Understatement: Let the product's quality and design speak. Use clear, concise language. Avoid overly promotional or hyped-up phrasing. Focus on showing rather than telling the brand's quality.
• •Highlight Core Values Consistently: Weave in mentions of sustainability, quality craftsmanship, and timeless design naturally within product descriptions, social media posts, and About Us sections.
• •Maintain a Minimalist and Considered Aesthetic in Text: Just as the clothing design is uncluttered, ensure the copy is too. Use simple sentence structures and focus on conveying essential information elegantly.
• •Subtly Convey the Edge: While the tone is largely understated, don't be afraid to use language that hints at the brand's slightly unconventional or thoughtful approach to menswear, referencing its design inspirations or philosophy where appropriate (e.g., reinterpreting classics, a nod to subculture).

Social Perception

Respected for Sustainability, High-Quality Investment Pieces, Effortlessly Cool & Modern, If You Know, You Know (IYKYK) Appeal, Slightly Niche but Growing

Copy Examples

• •Headline: Considered. Conscious. Crafted. Body: mfpen redefines modern menswear through timeless design and a commitment to responsible production. Discover pieces made from premium deadstock fabrics, designed to last beyond the season. Wearable now, and for years to come. Call to Action: Explore the Collection
• •Headline: The Quiet Craft of mfpen. Body: We don't shout. We create. Our focus is on quality materials, ethical European production, and relaxed silhouettes that speak for themselves. Invest in enduring style, not fleeting trends. Call to Action: Discover Our Values
• •Headline: Deadstock Reimagined. Body: Each mfpen piece tells a story of responsible sourcing. We meticulously select high-quality surplus fabrics from European mills, giving new life to forgotten materials. Limited by nature, crafted with care. Call to Action: Shop Sustainable Styles
• •Headline: Beyond the Hype: Enduring Wardrobe Staples. Body: mfpen offers a modern take on classic menswear, rooted in Scandinavian simplicity and a touch of the unconventional. Authentic garments for an authentic life. Call to Action: Find Your Fit
• •Headline: Style with Substance. Body: At mfpen, how our clothes are made matters as much as how they look. Experience considered design, premium recycled and organic materials, and the integrity of European craftsmanship. Call to Action: Learn About Our Process