Brand Tone

Passionate, Educational, and Inspirational. Purpose-driven, informs about upcycling, encourages sustainable choices, narrative-driven, personal, and deeply connected to mission.

Brand Values

• •Sustainability at its Core
• •Ethical Production and Artisan Support
• •Individuality and Quality Design
• •Vegan and Cruelty-Free

Best Practices

• •Lead with the "Why": Always start with the brand's core purpose. Whether it's a product description or a social media update, frame the narrative around sustainability, ethical production, and unique design.
• •Tell the Story: Every product has a past. Share the journey of the materials and the hands that crafted them. This narrative approach builds an emotional connection with the audience.
• •Use Evocative and Educational Language: Employ descriptive words that highlight the texture, durability, and uniqueness of the materials. Educate the audience on the benefits of upcycling and the meaning of ethical fashion.
• •Maintain an Inspirational Tone: Encourage customers to be part of a positive movement. Use empowering language that positions their purchase as a meaningful choice for the planet and its people.
• •Be Transparent and Authentic: Openly share information about your supply chain, artisan partners, and the impact of the business. Authenticity is key to building and maintaining trust with a conscious consumer base.

Social Perception

Respected, Unique, and Trustworthy. Viewed as a credible and authentic leader in the sustainable fashion space. Products praised for uniqueness and quality. Positive customer reviews and media recognition.

Copy Examples

• •From city streets to mountain peaks, our new [Product Name] Backpack is ready for the journey. Crafted from resilient upcycled inner tubes, each bag carries a unique story of the road. Built to endure, designed to inspire. Carry a piece of the story. #PaguroUpcycle #SustainableStyle
• •This isn't just a bag. It's a promise. A promise of fair wages for our artisans, a commitment to preserving traditional skills, and a dedication to a kinder planet. When you choose Paguro Upcycle, you're empowering communities and investing in a more beautiful future. #EthicalFashion #ArtisanMade #PaguroValues
• •Adorn yourself with purpose. Our latest collection of jewelry is handcrafted from reclaimed materials, transforming the forgotten into the unforgettable. Each piece is a testament to the beauty of second chances and a celebration of your unique style. Discover the collection and wear your values. #UpcycledJewelry #SustainableLuxury
• •Style that's kind to every kind. Our entire collection is PETA-Approved vegan, crafted from innovative, cruelty-free materials. Experience the durability of upcycled rubber and the character of reclaimed textiles. Make a statement without compromise. #VeganFashion #PETAapproved
• •We believe waste is a failure of imagination. At Paguro Upcycle, we see stories in discarded materials—a history waiting to be retold. Join us as we redefine fashion, one reclaimed inner tube and repurposed army tent at a time. It’s not just about what we make; it’s about the change we inspire. #WasteNot #UpcyclingRevolution