Brand Tone

conscious, personal, and educational

Brand Values

• •Sustainability
• •Local Economy and Craftsmanship
• •Empowerment
• •Transparency

Best Practices

• •Lead with Your Why: Always connect your products back to your core mission. Don't just sell a sweater; sell the story of sustainability, local empowerment, and conscious consumption behind it.
• •Use "We," Not "I": While sharing the founder's story is powerful, using "we" in general communications reinforces the collective, community-focused nature of the brand, including the artisans.
• •Educate, Don't Preach: Share information about the problems of fast fashion and the benefits of circularity in an empowering and inspiring way. The goal is to invite customers to be part of the solution, not to make them feel guilty.
• •Highlight the "Who" and "How": Regularly feature the artisans, their skills, and the handmade process. This human element is a key differentiator and builds a strong personal connection with your audience. Mentioning the origin of the recycled materials (Ecocitex) adds credibility.
• •Emphasize Timelessness and Care: Use language that promotes longevity over trends. Words like "timeless," "made to last," and "care for it" reinforce the brand's anti-fast fashion stance and the value of its products. Provide clear care instructions to help customers preserve their garments.

Social Perception

Pioneering and inspiring within the Chilean sustainable fashion scene, perceived as authentic, trustworthy, and deeply committed to its values. Products are seen as unique, high-quality, and meaningful.

Copy Examples

• •Meet our new 'Mar' sweater, woven with the same care for the ocean it's named after. Each stitch is a testament to slow fashion, handcrafted by our talented artisans in La Serena from 100% recycled Ecocitex yarn. Wear a story of change. #ModaEnVerde #SlowFashion #HechoEnChile
• •Tired of fast fashion's endless cycle? At Moda en Verde Shop, we do things differently. Our timeless pieces are made-to-order just for you, using recycled materials that are kind to our planet. Join the reuse revolution. Shop our collection today.
• •Moda en Verde Shop was born from a simple idea: fashion shouldn't cost the Earth. We transform textile waste into beautiful, handcrafted garments. But our mission goes beyond materials. We are a community of female artisans in Chile, weaving a better future, one thread at a time. When you choose us, you support local craftsmanship and a circular economy.
• •This isn't just a scarf. It's a statement. A statement against waste. A statement for local artisans. A statement for a more conscious wardrobe. Hand-knitted with love and recycled yarn, our 'Abrazo' scarf is made to keep you warm for years to come. Feel the difference of fashion that cares.
• •The 'Keep Calm' shoes are your perfect companion for cozy days at home. Hand-woven by Coni in La Serena, these house shoes are made entirely from recycled Ecocitex yarn, giving new life to discarded textiles. Soft, durable, and unique—each pair is made to order, especially for you. Care for them, and they'll care for you for many years.