Brand Tone

Thoughtful, conscious, pragmatic, approachable, honest, calm, confident, empowering, grounded, and sincere.

Brand Values

• •Sustainability and Environmental Responsibility
• •Quality and Longevity
• •Ethical Production
• •Pragmatism and Versatility
• •Authenticity and Empowerment

Best Practices

• •Lead with Honesty: Always be transparent. If you're working on improving a process, say so. This builds trust and reinforces the core value of authenticity. Avoid making absolute claims like "100% eco-friendly" and instead use the brand's established honest tone, such as "we are trying very hard to be one."
• •Focus on "Why," Not Just "What": Don't just describe the product; explain its purpose and the philosophy behind it. Connect the garment's features (e.g., hemp fabric) to a higher value (e.g., sustainability, durability, conscious living).
• •Use Pragmatic, Grounded Language: Avoid fashion jargon and exaggerated marketing speak. Use simple, confident, and thoughtful words that reflect the practical nature of the clothing. The copy should feel as comfortable and reliable as the clothes themselves.
• •Educate and Empower: Use copy as a tool to inform your audience about sustainable materials, ethical production, and the benefits of slow fashion. This positions the brand as a knowledgeable and trusted resource, empowering the customer to make a conscious choice.
• •Maintain a Calm, Confident Tone: The brand is anti-consumerism and stands in opposition to the frantic energy of fast fashion. The copy's tone should reflect this by being calm, assured, and never pushy. The goal is to invite customers into a philosophy, not to pressure them into a sale.

Social Perception

A niche, high-integrity brand within the sustainable fashion community, seen as a thoughtful, credible alternative to fast fashion. Appeals to consumers prioritizing ethical production and sustainable materials. Perceived as a quiet, confident, sincere player in the slow fashion movement, valued for its principles.

Copy Examples

• •More than a t-shirt, it’s a choice. Our Classic Hemp Tee is designed for the person you are today, and the one you’ll be tomorrow. Crafted from a breathable blend of hemp and organic cotton, its beauty lies in its simplicity and its strength. Wear it, love it, and live in it, knowing you’ve chosen a piece that’s as gentle on the earth as it is on your skin.
• •We believe your wardrobe should be a collection of stories, not a pile of trends. Each Orejas piece is made to last, to be part of your daily uniform, and to empower your real life. Because true style isn't about what's next, it's about what's true. #OrejasIRL #SustainableStyle #SlowFashion
• •Orejas was born from a simple question: Can fashion be part of the solution? We think so. We’re not perfect, but we’re committed to making better choices—from our materials to our partner factories. We’re here to create timeless essentials that let you consume less and live more.
• •For the love of clothes that last. Tired of the trend cycle? Us too. Discover our collection of modern essentials, designed to be worn and re-worn. Each piece is a step towards a more sustainable and intentional wardrobe. Let's get back to basics, beautifully.
• •Your everyday uniform, redefined. Orejas creates practical, high-quality essentials from sustainable fabrics that feel as good as they look. Feel the difference of hemp and organic cotton. Shop our collection of timeless apparel and build a wardrobe that matters.