Brand Tone

Technical, Trustworthy, and Passionate

Brand Values

• •Innovation and Performance
• •Durability and Longevity
• •Ethical Manufacturing
• •Sustainability
• •Authenticity

Best Practices

• •Always start with the core problem Paramo solves onventional waterproofs to manage internal moisture (sweat). Use phrases like "end of sweat condensation" or "breathe through the rain."
• •Frame the clothing not just as jackets or trousers, but as a "Directional Clothing System." This reinforces the technical, innovative nature of the brand and educates the customer that it works differently.
• •Do not relegate the Miquelina Foundation partnership to the 'About Us' page. Mention it in product descriptions and social posts to build a deeper connection with customers who value sustainability and social responsibility.
• •Employ the brand's specific terminology (Nikwax Analogy, Directionality, renewable performance) consistently. This builds trust and positions Paramo NZ as the expert authority on their unique technology.
• •Instead of just saying it's durable, use phrases like "puncture immunity," "easily repaired at home," and "renewable waterproofing." Highlight the recycling program and the longevity of the garments as a clear benefit against planned obsolescence.

Social Perception

Largely positive, with a "cult-like following" among loyal users who praise its exceptional breathability, comfort, ethical, and sustainable credentials. Some skeptics cite issues with "wetting out" in heavy rain and excessive warmth for milder conditions. Overall, it is perceived as a robust, durable, ethical, and highly effective system for the right user in challenging environments.

Copy Examples

• •Don't Just Block the Rain. Breathe In It. Fed up with that clammy feeling inside your "waterproof" jacket? So were we. That’s why we created the Nikwax Analogy system. It doesn’t just form a barrier; it actively directs sweat and condensation away from your body, keeping you perfectly dry from the inside out. Experience the end of sweat condensation.
• •Built for the West Coast. And the Kaikōuras. And the Tararuas. Our gear is born from a refusal to accept "good enough." Tested in relentless rain and challenging conditions, from Scottish hills to New Zealand's rugged ranges, Paramo clothing is your trusted partner for any adventure. Durable, repairable, and ready for whatever the mountain throws at you.
• •Warm, Dry, and Ethically Made. This is a Jacket You Can Feel Good In, and About. Every Paramo jacket keeps you comfortable in the wild while supporting a woman's journey to independence. Our long-term partnership with the Miquelina Foundation ensures every garment is ethically crafted. Performance and principle, stitched into every seam.
• •The Quiet Achiever. Move through nature without the rustle and crinkle of traditional hard shells. Our soft, flexible fabrics offer silent performance and unparalleled comfort, letting you focus on the sounds of the outdoors, not your clothing.
• •An Investment in Dry Decades, Not Just a Dry Day. This isn't disposable outerwear. With a lifetime guarantee and the ability to be renewed indefinitely with Nikwax care products, your Paramo jacket is designed to be your trusted companion for years of adventures. Join the community that chooses lasting performance over temporary fixes.