Brand Tone

Authentic & Story-Driven, Conscious & Responsible, Understated & Elegant, Comforting & Nostalgic, Informative & Transparent

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Ethical Sourcing
• •Timelessness & Longevity
• •Comfort & Well-being
• •Transparency
• •Heritage & Authenticity

Best Practices

• •Embrace Storytelling: Continuously weave the founder's story and the inspiration behind the brand into your copy. This authenticity is a core differentiator.
• •Prioritize 'Feel Good' Language: Use words that evoke comfort, warmth, nostalgia, and effortless confidence, aligning with the brand's promise of making customers 'feel good, look good, and do good.'
• •Highlight Sustainability and Traceability Consistently: Make these core values evident in product descriptions, social media posts, and all brand communications. Use clear, honest language about materials and processes.
• •Maintain an Understated Elegance: Avoid overly trendy or loud language. Focus on conveying quality, timelessness, and the inherent beauty of the materials and craftsmanship.
• •Be Informative and Transparent (but not overly technical): Share details about wool origins, ethical production, and care instructions in a way that is accessible and reinforces the brand's commitment to quality and transparency, without overwhelming the customer.

Social Perception

High-Quality & Luxurious, Sustainable & Ethical Leader, Investment-Worthy, Authentic & Trustworthy, Classic & Stylish, Growing Cult Status

Copy Examples

• •Headline: Rediscover the feeling. Body: Remember that one jumper? The one that felt like a hug, season after season? We craft ours with that same enduring comfort and timeless style in mind, using only the finest, traceable wool. Because some things should last.
• •Headline: Woven with care, worn for life. Body: At Navygrey, sustainability isn't a trend, it's our foundation. From sheep to shop, every stitch is a promise of quality, transparency, and a lighter touch on the planet. Invest in pieces that tell a story of conscious craftsmanship.
• •Headline: Effortless style, naturally. Body: Find your forever knit. Our jumpers are designed for real life – comfortable, versatile, and always chic. Made with 100% natural, traceable fibres for a softness that feels like home.
• •Headline: More than a jumper. It’s a Navygrey. Body: Inspired by a cherished family heirloom, we create knitwear that’s built to be loved and lived in. Experience the warmth of pure wool and the quiet confidence of timeless design.
• •Headline: The art of the well-made jumper. Body: We believe in quality that speaks for itself. Expertly crafted in the British Isles and Portugal from the purest, regenerative wools. Discover knitwear that’s as kind to the earth as it is to your skin.