Brand Tone

Conscious & Responsible, Informative & Passionate, Direct & Sincere, Aspirational

Brand Values

• •Sustainability
• •Ethical Production
• •Quality & Durability
• •Transparency
• •Innovation

Best Practices

• •Clearly explain what makes each product sustainable.
• •Mention the GOTS-certified cotton, the recycled materials used (like skateboard decks or ocean plastic if applicable), and where products are made (e.g., handmade in Portugal).
• •Frame it positively and empoweringly.
• •Maintain an Approachable Directness: While the topic is serious, keep the friendly and helpful tone seen in the "Choice stress" website note for customer service and general communication.
• •Emphasize ethical production by highlighting respect for people and the planet.

Social Perception

The brand presents itself as a leader in sustainable fashion with a strong commitment to its values.

Copy Examples

• •Sustainability is not that hard.
• •Walk with purpose.
• •From GOTS-certified organic cotton to recycled skateboard decks, every material is chosen with care, every product crafted with respect for people and Earth.
• •#SustainableFashion #EthicalStyle #OffSquareOfficial #WearYourValues
• •Just app us and I'll be happy to help you make your choice.