Brand Tone

Passionate, Eco-conscious, and Community-focused

Brand Values

• •Sustainability
• •Functionality & Quality
• •Circularity & Longevity
• •Urban Outdoor Lifestyle
• •Artistic Collaboration & Uniqueness
• •Transparency
• •Community & Consumer Collaboration
• •Ethical Production
• •Rebellion against Fast Fashion

Best Practices

• •Always circle back to Montreet's core values – sustainability, functionality, art, and community. Let these guide the messaging.
• •Instead of vague greenwashing terms, use concrete examples of sustainable practices, materials used, or the impact of choosing Montreet. For instance, mention the non-profit association that handles worn-out clothing.
• •Use "You" and "We" to Foster Connection: Address the audience directly ("you") and use "we" to create a sense of shared purpose and community, reflecting their collaborative approach.
• •Inspire Action, Don't Just Inform: Encourage consumers to make conscious choices, to repair, to explore responsibly. The tone should be empowering, not preachy.
• •Highlight the "Montagne" and "Street" Blend: Consistently weave in the narrative of versatile gear that performs in rugged outdoor settings and looks good in urban environments, reinforcing the brand name's origin.

Social Perception

Innovative and Purpose-Driven, Authentic, High-Quality, Artistic and Unique, Community-Oriented, Potentially Higher-Priced but Value-Oriented

Copy Examples

• •Headline: Wear The Change. Explore Outerwear That Protects You And The Planet. Body: At Montreet, we don't just make clothes; we craft a new standard for outdoor apparel. Sustainable materials, artist-driven designs, and a commitment to circularity mean every piece is an investment in a greener future and your next adventure.
• •Social Media Post (Instagram - with an image of someone repairing a jacket): Love it longer. ❤️ We believe in gear that lasts. That's why we offer repair services – even for your non-Montreet favorites! Let's fight fast fashion, one stitch at a time. #Montreet #SustainableFashion #CircularEconomy #RepairDontReplace #OutdoorGear
• •Product Description Snippet (for a jacket): Engineered for urban explorers and mountain trails alike, this jacket is more than just a layer. Crafted from [Specific sustainable material] and featuring a unique print by [Artist Name], it’s your statement for conscious consumption and fearless exploration. Built for function, designed for life.
• •Email Newsletter Subject: Ready to Ride the Green Wave? 🌊 Body: Tired of gear that gives up before you do? Discover Montreet's latest collection – where high-performance meets deep respect for nature. We’re talking innovative recycled fabrics, designs born from your feedback, and quality that speaks for itself. Join the movement.
• •About Us Page Excerpt: Montreet was born from a rebellion against "more." More waste, more fleeting trends, more disconnect from the world we explore. We’re a small team with a big mission: to prove that functional, beautiful outerwear can be truly sustainable. We’re transparent about our process, from sourcing eco-conscious materials to our unique artist collaborations, because we believe you have the right to know what you’re wearing.