Brand Tone

Conscious & Caring, Playful & Creative, Friendly & Approachable, Stylish & Curated, Authentic & Down-to-Earth, Community-Oriented

Brand Values

• •Sustainability
• •Community
• •Individuality & Self-Expression
• •Quality & Affordability
• •Conscious Consumerism

Best Practices

• •Always Circle Back to Sustainability: Weave in the 'why' behind secondhand – less waste, conscious choices, planet-friendly – even in simple product posts. This reinforces your core value.
• •Embrace Playful Language (Especially for Kids' Items): Use words that evoke fun, creativity, and adventure. Think 'tiny treasures,' 'little explorers,' 'style adventurers.' Keep it light and joyful.
• •Speak the Community's Language: Use 'Brooklyn,' 'Greenpoint,' refer to local landmarks or shared experiences when appropriate. Make your local audience feel seen and understood.
• •Highlight Individuality and Empowerment: Frame clothing choices as a way for kids to express themselves. Use phrases like 'their unique style,' 'dress their personality,' 'future style icons.'
• •Maintain Authenticity and Transparency: Be genuine in your communication. If sharing about the buy-sell-trade process, be clear. When talking about your mission, let your passion show. Avoid overly corporate or generic phrasing.

Social Perception

Eco-Friendly Leader, Community Hub, Source of Stylish Finds, Trustworthy & Positive, Innovative & Engaging

Copy Examples

• •Tiny treasures have landed! 🌈 Fresh batch of pre-loved gems and vintage vibes now gracing our racks and online store. Dress your little world-changer in style that’s kind to the planet. Come explore – conscious closets start here! #ParachuteBrooklyn #SustainableKids #VintageKidsFashion #ShopLocalBrooklyn
• •(Upbeat, playful music. Quick cuts of kids picking out clothes and striking poses.) Text Overlay: Who needs a stylist when you've got THIS much personality?! ✨ Letting our little creators take the lead. Self-expression looks good on them (and the planet!). #FutureOfFashion #KidsStyle #ParachuteBrooklyn #CircularFashion
• •Give those outgrown threads a new adventure! 🌱 Join our circular economy. Sell or trade your gently-loved kids' clothes at Parachute Brooklyn and help us stitch together a more sustainable future, one tiny outfit at a time. Learn how easy it is! [Link to How to Sell Page]
• •Hey Brooklyn Families! It's more than just clothes; it's about community. This month, a portion of our new accessory sales goes to [Local Charity Name]! Plus, don't miss our in-store story time next Saturday. Let's grow together, sustainably. #GreenpointKids #BrooklynCommunity #ParachuteCares
• •(Image of a unique vintage kids' item) Text: Blast from the past! 🚀 This super rare 70s corduroy overall is looking for its next mini-me. DM us to snag this piece of history before it's gone! #VintageKids #SustainableStyle #OneOfAKind #ParachuteFinds