Brand Tone

inspirational, authentic, and empowering

Brand Values

• •Empowerment of Women
• •Sustainability and Ethical Production
• •Authenticity and Community
• •Passion for the Ocean Lifestyle

Best Practices

• •Speak the Language of the Sea: Use authentic surf terminology and a tone that resonates with experienced surfers, but keep it accessible enough for those who are just starting their journey.
• •Champion the "Everyday Oceanwoman": Always position the customer as the hero of the story. Focus on how the products enable her passion and celebrate her connection with the ocean.
• •Lead with Values: Weave the brand's commitment to sustainability, ethical production, and female empowerment into all communication, from product descriptions to social media captions.
• •Embrace Storytelling: Share the origins of the brand, the inspiration behind designs, and the stories of the women in the Salty Gypsy community. This builds a deeper connection than just selling products.
• •Maintain an Empowering and Inclusive Tone: The voice should always be positive, encouraging, and supportive. Avoid exclusionary language and celebrate the diversity of the female surfing community.

Social Perception

Salty Gypsy is perceived as a high-quality, stylish, and trustworthy brand within the women's surfing community, praised for functionality, comfort, and flattering fit. Its commitment to sustainability and ethical production is highly regarded. While primarily a surfwear brand, their surfboards are well-regarded, though sometimes viewed as an extension from a clothing brand.

Copy Examples

• •Engineered for the wave, designed for the woman. Our new Maven Surfsuit, crafted from sustainable ECONYL®, moves with you, protects you from the sun, and empowers you to focus on your next wave. Feel the freedom, embrace the sea.
• •To the dawn patrollers, the weekend warriors, the saltwater-rinsed souls. You are our lineup. You are our inspiration. Tag your surf sister and share the wave of empowerment. #SaltyGypsySisterhood
• •Salty Gypsy was born from a simple need: surfwear that was as resilient and authentic as the women who wore it. We're more than a brand; we're a commitment. A commitment to sustainable practices, ethical production, and to every woman who finds her strength in the sea.
• •The sun is setting on these styles. Catch your favorite sustainable surfwear before it's gone. Timeless design, lasting quality. Your ocean adventure awaits.
• •It started with a single pair of surf leggings and a desire to feel confident in the lineup. Our founder, Danny, channeled a lifetime of chasing swells into creating Salty Gypsy. Every piece tells a story of passion, perseverance, and the power of the ocean.