Brand Tone

Irreverent, confident, coolly casual, humorous, direct, pioneering, and self-assured.

Brand Values

• •Fusion of Cultures
• •Modernity and Style
• •Authenticity
• •Community

Best Practices

• •Embrace the Fusion: Always reference both worlds—sauna and streetwear—in your copy. Use sauna-specific terms like "löyly" and "kiuas" but frame them within a modern, urban context.
• •Stay Confident and Casual: Use a direct, confident, and slightly irreverent tone. Avoid overly formal or technical language. Write as if you're talking to a friend who shares your interests.
• •Use Humor and Self-Awareness: Don't be afraid to be witty or poke fun at your own unique concept. The "for better or worse" attitude is a core part of the brand's charm and makes it more relatable.
• •Focus on Lifestyle, Not Just Products: Sell the "saunawear" concept and the culture around it. Your copy should evoke a feeling and an identity, not just list product features. Frame products as essential gear for a specific lifestyle.
• •Be Visually Consistent: Ensure your visual branding on social media and the web matches the tone of your copy. The aesthetic should be clean, modern, and cool, reflecting the streetwear side of the brand identity.

Social Perception

Perceived as a niche and trendy lifestyle brand rather than a provider of traditional sauna equipment. It is seen as a fashion label that uses the sauna as a powerful and unique source of inspiration, successfully positioning itself as a cool, cultural statement with a strong connection to its target audience.

Copy Examples

• •From the Steam to the Street. Your sauna session ends, but the vibe doesn't have to. Our M24 Dad Cap is engineered for post-löyly chill and all-day style. This isn't just a hat, it's a statement. #Saunamarsalkka #Saunawear #Streetwear
• •The Official Uniform of Sauna Culture. We took the heat of the sauna and fused it with the cool of the streets. Saunamarsalkka is the world's first saunawear brand, made for those who live by the löyly. Shop the new collection. Good and bad ideas included.
• •The "104°" Hoodie. That perfect feeling when the heat hits just right. We bottled it up in this hoodie. Made from a premium cotton blend, it’s your go-to for warming up, cooling down, or just kicking back. It’s our tribute to the perfect löyly—comfortable, essential, and effortlessly cool.
• •New drops hotter than the kiuas. 🔥 Your post-sauna style just got an upgrade. Check out the latest from Saunamarsalkka before it’s gone.
• •Saunamarsalkka®: Like Streetwear, But Saunawear. Welcome to the culture.