Brand Tone

Conscious, thoughtful, and artistic, yet friendly and approachable. It's personal, story-driven, and educational without being preachy, reflecting a serious commitment to values.

Brand Values

• •Sustainability
• •Ethical & Social Responsibility
• •Slow Fashion
• •Quality & Craftsmanship
• •Individuality & Self-Expression

Best Practices

• •Lead with Values: Always connect the product back to the brand's core values of sustainability, ethical production, and slow fashion. This reinforces the 'why' behind every purchase.
• •Use Storytelling: Frame collections and individual pieces within a larger narrative. Talk about the inspiration, the materials, and the people who made them. This creates an emotional connection with the customer.
• •Emphasize Timelessness over Trends: Avoid language that is overly focused on fleeting trends. Use words like 'enduring,' 'timeless,' 'essential,' and 'versatile' to describe the products.
• •Be Transparent and Specific: Don't just say you're 'sustainable.' Explain how: by using deadstock fabrics and partnering with social tailors. This builds trust and credibility.
• •Maintain a Thoughtful, Artistic Tone: The language should be as carefully crafted as the garments themselves. It should be elegant, conscious, and inspiring, reflecting the brand's creative and principled foundation.

Social Perception

A niche, independent brand with a strong ethical compass, perceived as authentic and purpose-driven. Appeals to consumers valuing transparency, sustainability, high-quality design, and conscious consumption, embodying a 'slow living' philosophy.

Copy Examples

• •Designed for the everyday, crafted for forever. Our latest capsule is more than just a collection; it ’s a commitment to a slower, more thoughtful way of living. Each piece is made with love from deadstock Italian fabrics by our incredible social tailoring partners. Wear your values.
• •The essential you'll reach for time and again. Inspired by the idea of a daily uniform, this shirt is cut for a relaxed yet refined fit. Made from premium deadstock cotton, its quality is as enduring as its style. A single piece that tells a story of sustainability, social responsibility, and timeless design.
• •New Stories to Wear: The Autumn Capsule Has Arrived. This season, we ’re exploring the beauty of simplicity. Discover our new, limited collection of timeless pieces, consciously crafted to be layered and loved for years to come. As always, each garment is a testament to our values of sustainability and social inclusion. [Shop the Collection]
• •RITARITA was born from a shared dream: to create beautiful things in a beautiful way. We are a project that unites sustainable practices with social purpose. We believe in quality over quantity and in fashion that not only looks good but does good. This is slow fashion, made with intention in Milan.
• •Feel the difference of conscious fashion. At RITARITA, we use only the finest deadstock fabrics, giving new life to beautiful materials. Discover pieces with a purpose. #SlowFashion #MadeInItaly #EthicalStyle