Brand Tone

Rebellious & Bold, Passionate & Purpose-Driven, Authentic & Transparent, Empowering (especially for women), Proudly Scottish/Highland, Direct & Honest

Brand Values

• •Sustainability & Ethical Production
• •Integrity & Transparency
• •Heritage & Craftsmanship
• •Rebellion & Disruption
• •Community & People-Focused
• •Quality & Durability
• •Purpose Over Profit
• •Kindness & Safety (in communication)

Best Practices

• •Embrace the "Rebel with a Cause" Voice: Don't be afraid to be direct, bold, and even a little irreverent, but always tie it back to the brand's strong ethical and sustainable purpose.
• •Lead with Values: Ensure that messages consistently highlight sustainability, ethical production, heritage, and transparency. These are not just selling points; they are the core of the brand.
• •Speak Authentically: Use clear, honest language. Avoid jargon where possible, and if technical terms are used (like B Corp), briefly explain their significance. Reflect Clare Campbell's passionate and straightforward communication style.
• •Empower Your Audience: Frame messaging to make customers feel like they are part of a movement for positive change. Use inclusive language ("womxn") where appropriate and emphasize the confidence that comes from conscious choices.
• •Ground it in Heritage, but Look Forward: Celebrate the Scottish roots and traditional craftsmanship, but always position Prickly Thistle as an innovator and a future-focused brand that is redefining tradition.

Social Perception

Prickly Thistle is generally perceived very positively by those who know the brand. Customers see them as a high-quality, highly ethical, and sustainable brand. They are admired for their commitment to Scottish heritage and craftsmanship, combined with a modern, rebellious spirit. The founder, Clare Campbell, is seen as passionate, visionary, and a driving force for positive change in the textile industry. There's a strong appreciation for their transparency and the story behind their products. Their move away from traditional social media is noted, with some seeing it as a positive step towards more meaningful engagement.

Copy Examples

• •This isn't just a kilt. It's a rebellion woven in the Highlands. Zero waste. 100% badass. Wear your values, not the planet.
• •Fast fashion is a load of bollocks. We make clothes the slow way – to order, with natural fibres, by real people paid a fair wage. Join the Prickly Thistle revolution.
• •They said it couldn't be done. Revive Highland weaving? Create truly sustainable tartan? We just did. For womxn who give a sh#t. About style. About the planet. About making sh#t happen.
• •Tired of clothes that whisper apologies for the planet? Ours shout their story from the Highland hills. Real tartan. Real integrity. Real change. Are you in?
• •Forget fleeting trends. Embrace enduring style, woven with purpose. Our made-to-measure pieces are a middle finger to throwaway culture. Invest in clothes that last a lifetime (and a planet).