Brand Tone

Sophisticated & Artisanal, Personal & Intentional, Authentic & Wearable, Community-Oriented & Inclusive, Friendly & Welcoming

Brand Values

• •Craftsmanship & Quality
• •Individuality & Personal Style
• •Authenticity
• •Connection & Memory
• •Community Engagement

Best Practices

• •Emphasize Quality and Craftsmanship: Always highlight the "finest natural materials," "timeless craftsmanship," and "artisan design" in product descriptions and brand storytelling. Use words like "luxury," "superfine," "hand-crafted" (where applicable), and "thoughtfully designed."
• •Speak to Individuality and Connection: Frame products not just as items to wear, but as pieces that allow for personal expression and create lasting memories or connections. Use phrases like "express your unique style," "becomes uniquely special to you," "a lasting connection."
• •Maintain a Sophisticated yet Approachable Voice: While the brand is high-end, the tone should remain welcoming, reflecting the positive in-store experience described by customers. Avoid overly technical jargon unless explaining a unique craft benefit.
• •Weave in the Provincetown Spirit: Subtly connect the brand and its products to the unique, artistic, and inclusive atmosphere of Provincetown. This can be through imagery, storytelling, or mentioning its local roots and LGBTQ+ owned status where appropriate.
• •Be Authentic and Value-Driven: Let the brand's core values – quality, individuality, authenticity, connection, and community – shine through in all communications. Share stories about the design process, the founder's vision, and community involvement.

Social Perception

High-Quality & Luxurious, Unique & Stylish, Friendly & Reputable, Integral Part of Provincetown Shopping, Supportive of the Local Community

Copy Examples

• •Headline: Beyond the Thread: Discover Cashmere That Tells Your Story. Body: At Plush Provincetown, each stitch is a word, each garment a narrative. Crafted from the world's finest cashmere by Daniel Hammond, our pieces are more than luxury; they're an intimate expression of your unique style, woven with the authentic spirit of P-town. Wear a memory.
• •Headline: Artisan Hands, Modern Soul. Luxury You Live In. Body: Experience the embrace of superfine cashmere, thoughtfully designed to move with you. Plush Provincetown redefines American sportswear – bold, authentic, and effortlessly wearable. It’s not just clothing; it’s a connection to craftsmanship and the vibrant pulse of Provincetown.
• •Headline: More Than Just a Sweater. It's a Piece of Provincetown. Body: Our Dip-Dyed Washashore cashmere sweater isn't just exceptionally soft; it's a feeling. Inspired by vintage Cape Cod, designed with intention, and crafted for lasting comfort and style. Find your uniquely special piece at Plush.
• •Headline: Curated for Individuality. Crafted with Passion. Body: Step into Plush Provincetown, where luxury meets personal expression. Designer Daniel Hammond's vision comes to life in every garment, blending timeless techniques with a modern eye. Discover apparel that resonates, designed in the heart of Provincetown.
• •Headline: Wrap Yourself in the Art of Cashmere. Body: Plush Provincetown offers an unparalleled collection of specialty knitwear, born from a passion for quality and individual style. From our signature intarsia sweaters to featherweight tees, each piece is a testament to enduring craftsmanship and the unique charm of Provincetown.