Brand Tone

Activist, Authentic, Stylish, and Conscious

Brand Values

• •African Industrialization & Empowerment
• •Quality Craftsmanship
• •Ethical Production
• •Authenticity & Challenging Stereotypes
• •Sustainability

Best Practices

• •Lead with the mission: Always circle back to the core message of African industrialization and empowerment. Ensure the 'why' behind the brand is evident, not just the 'what.'
• •Be Bold and Unapologetic: Reflect Mehdi Slimani's assertive stance. Don't shy away from challenging misconceptions about Africa or the fashion industry. The tone should be confident and direct.
• •Emphasize Quality and Style Equally: While the social mission is crucial, highlight the premium quality, design, and comfort of the sneakers. SAWA aims to compete on the global fashion stage.
• •Maintain Authenticity and Transparency: Share the brand's story, including challenges and successes. Avoid greenwashing or overstating impact. Stick to verifiable claims about materials, production, and impact.
• •Speak to the Conscious Consumer: Address the audience directly, acknowledging their desire for style with substance. Use language that resonates with individuals who want their purchases to reflect their values. Focus on empowerment through purchase rather than guilt-driven charity.

Social Perception

Positive & Respectful, Fashionable & Unique, Empowering Alternative, Socially Conscious Choice

Copy Examples

• •Headline: SAWA: More Than Sneakers. It's a Revolution for African Industry. Wear the Change. Body: Forget charity. We're building factories, empowering communities, and crafting premium sneakers, all in Africa. Every pair is a step towards a self-sufficient future. This isn't just fashion; it's a statement.
• •Social Media Post: Styled in Addis Ababa. Crafted for the world. Our latest collection drops now – authentic African design, uncompromising quality. #SAWAShoes #MadeInAfrica #EthicalFashion #SneakerRevolution
• •Product Description: The 'Tsagué' High-Top: Vintage vibes meet modern ethics. Made with full-grain Ethiopian leather and built to last, this isn't just a shoe – it's proof that style and substance can walk hand-in-hand. Feel the quality, own the story. #SAWA #AfricanMade #ConsciousStyle
• •About Us Snippet: We're SAWA. We don't just make shoes in Africa; we invest in its future. We believe in the power of industry, not handouts, to transform a continent. Our mission? To show the world what 'Made in Africa' truly means: quality, innovation, and undeniable style.
• •Email Subject Line: Tired of the Same Old Story? Discover SAWA – Real Impact, Real Style. Body Teaser: Africa doesn't need saving. It needs opportunities. At SAWA, we're creating them, one pair of impeccably crafted sneakers at a time. See how we're changing the game...