Brand Tone

aspirational, mindful, and relaxed; calm and confident, focusing on feeling and utility

Brand Values

• •Timelessness & Longevity
• •Simplicity & Versatility
• •Craftsmanship & Quality
• •Responsibility & Sustainability

Best Practices

• •Lead with the Lifestyle, Not Just the Product: Focus copy on the experiences and feelings the clothes enable—versatility, comfort, confidence. Use phrases that evoke a sense of purpose and movement, like "designed for flow" and "built for real living."
• •Emphasize the 'Why' Behind Production: Consistently mention the 'Handmade in Bali,' 'small batches,' and 'natural fabrics' elements. This reinforces the values of craftsmanship and sustainability and justifies the premium positioning.
• •Use Mindful, Deliberate Language: Avoid hyperbole and urgent calls-to-action. Instead, use calm, confident, and evocative words. The tone should be as relaxed and intentional as the clothing itself.
• •Maintain a Clean and Minimalist Aesthetic: Ensure all visual content (photography, web design) mirrors the clean, simple, and high-quality nature of the copy. The visual and written tones must be perfectly aligned.
• •Tell Stories, Not Just Specs: Instead of just listing features, weave them into a narrative. For example, instead of "durable stitching," use "Stitched to stay with you, season after season." This connects the product's features to the brand's core value of longevity.

Social Perception

Premium, niche menswear brand for those who value aesthetics, quality, and ethical production; seen as an 'in-the-know' or discovery brand.

Copy Examples

• •Built for the sunrise chasers and the late-night creators. PAGi is more than a garment—it’s a part of your daily motion. Effortless. Enduring. Entirely yours.
• •The Tatami Shirt isn't made for a single moment, but for all of them. Hand-stitched from breathable linen, it carries the ease of a Bali morning. Wear it to the office, to the coast, or to nowhere in particular. It’s your story to tell.
• •Your life isn't lived in one place. Neither should your clothes be. Our Base Short is designed for the journey—from city streets to secluded shores. #PAGiClothing #MoveBetweenMoments #SlowFashion
• •For a Life in Motion. Your Wardrobe Shouldn't Stand Still.
• •We started PAGi because we wanted less, but better. Less trend-chasing, more timeless design. Less overproduction, more mindful craftsmanship. Our clothes are handmade in Bali, designed in Australia, and created for the life you’re thoughtfully building.