Brand Tone

Conscious & Responsible, Authentic & Transparent, Understated & Cool, Purpose-Driven & Inspiring, Informative & Educational, Approachable & Inclusive

Brand Values

• •Sustainability
• •Quality & Durability
• •Transparency
• •Fair Labor
• •Innovation
• •Connection to Nature (especially the ocean)
• •Community

Best Practices

• •Lead with Purpose, Not Just Product: Always tie product features back to the brand's core values of sustainability, quality, and ethical production. Explain the "why" behind the "what."
• •Be Authentic and Transparent: Avoid jargon or overly technical sustainability terms without explanation. Use clear, honest language. If you're working on improving an area, be open about it.
• •Speak to the "Conscious Consumer" Mindset: Address their desire for quality, longevity, and making a positive impact. Acknowledge their intelligence and awareness.
• •Maintain an Understated Confidence: The tone should be assured but not arrogant. Highlight achievements in sustainability and quality matter-of-factly. Let the actions and product speak for themselves.
• •Infuse Natural and Lifestyle Elements: Use imagery and language that evoke the outdoors, the ocean, and a sense of adventure and well-being, subtly connecting the apparel to the lifestyle Outerknown represents. Keep it aspirational yet grounded.

Social Perception

Highly Respected for Sustainability, Premium Quality, Authentic and Genuine, Stylish and Timeless, Aspirational yet Accessible, Ethical Choice

Copy Examples

• •Headline: Built for the Journey. Designed for the Planet. Body: Our new [Product Name] isn't just made to last—it's made with a lighter footprint. Crafted from 100% organic cotton in a Fair Trade Certified™ factory, because how it's made matters as much as how it feels. Explore a style that truly cares. CTA: Discover Conscious Comfort
• •Headline: Wear the Change You Want to See. Body: Every thread in our S.E.A. JEANS tells a story of responsibility. Recycled materials, less water, and a promise of durability for wherever the tides take you. Join us in redefining what denim can be. CTA: Shop S.E.A. JEANS
• •Headline: More Than Just Clothes. It's a Commitment. Body: At Outerknown, sustainability isn't a buzzword; it's our blueprint. From sourcing the most innovative eco-friendly materials to ensuring fair wages for our makers, we're dedicated to making a difference. Feel good, inside and out. CTA: Learn Our Story
• •Headline: Your Go-To Shirt, Now Even Greener. Body: Introducing the [Shirt Name], thoughtfully redesigned with a new blend of recycled [Material] and organic cotton. It's the same effortless style and comfort you love, now with an even deeper connection to the planet. Because small changes create big waves. CTA: Explore New Arrivals
• •Headline: Style That Speaks Volumes About What You Stand For. Body: Outerknown pieces are crafted for individuals who live intentionally. For those who seek quality, value transparency, and believe that fashion can be a force for good. This is clothing with a conscience. CTA: Find Your Purposeful Style