Brand Tone

Aspirational yet Approachable, Innovative and Modern, Confident and Solution-Oriented, Engaging and Community-Focused (on social media), Slightly Playful (especially on TikTok), Professional (on LinkedIn)

Brand Values

• •Comfort without Compromise
• •Innovation
• •Quality and Craftsmanship
• •Timeless Style
• •Versatility
• •Customer Centricity
• •Growth and Ambition (as a company)
• •Sustainability (emerging value)

Best Practices

• •Prioritize the "Comfort-Style Symbiosis": Every piece of copy, from a product tag to a campaign headline, should reinforce the core message that SHAPING NEW TOMORROW uniquely delivers both exceptional comfort and timeless style. Avoid separating these two; they are the brand's DNA.
• •Use Confident, Active Language: Reflect the brand's innovative and solution-oriented nature. Use strong verbs and confident statements that highlight the benefits and revolutionary aspects of the clothing (e.g., "Engineered for...", "Redefining...", "Experience the difference...").
• •Incorporate "Stretch Further" Philosophy: Weave in the motivational aspect of the brand. Connect the freedom of movement and comfort of the clothes to the ability to achieve more, be more active, and step out of one's comfort zone in life.
• •Maintain Scandinavian Simplicity in Wording: Mirror the design aesthetic with clear, concise, and elegant language. Avoid overly technical jargon unless explaining a specific fabric innovation, and even then, translate it into tangible benefits for the customer.
• •Show, Don't Just Tell (especially in visual contexts): Accompany copy with visuals that actively demonstrate the comfort, versatility, and style. For instance, on TikTok or Instagram, pair action-oriented videos (like running, cycling, or dynamic movements in the clothes) with captions that reinforce the "Comfortable Anywhere" message. Ensure customer testimonials and stories also reflect this authentic experience.

Social Perception

Generally positive, SHAPING NEW TOMORROW is perceived as a revolutionary brand in menswear, successfully merging comfort with style. They are seen as a significant growth story, especially in Scandinavia. Customers widely acknowledge the comfort and innovative feel of the fabrics. The Scandinavian design aesthetic is appreciated for its timeless and modern appeal. Products are positioned at a mid-to-high price point. There's an acknowledgment of their strong marketing and branding, which has successfully communicated their core message.

Copy Examples

• •Headline: Don't Choose Between Style and Comfort. Demand Both. Body: For too long, looking sharp meant feeling restricted. SHAPING NEW TOMORROW rewrites the rules. Our innovative menswear is engineered for all-day comfort and designed with timeless Scandinavian simplicity. Move freely, look impeccable. That's the new standard.
• •Social Media Post (Image: Man easily moving/stretching in their "Perfect Pants" in an urban setting): Caption: Your day doesn't have one mode, why should your pants? From boardroom to bike lane, our Perfect Pants are built with 360° stretch to keep up with whatever tomorrow brings. #ComfortableAnywhere #StretchFurther #MenswearReimagined
• •Product Description Snippet (for a shirt): Meet your new essential. Crafted from our unique [proprietary fabric name], this isn't just a shirt; it's a statement in effortless sophistication. Experience next-level softness, minimal wrinkling, and a fit that moves with you, not against you. Ready for anything.
• •Email Subject Line: Upgrade Your Everyday: Comfort That Performs, Style That Lasts. Email Body Excerpt: Life's too short for stiff shirts and restrictive trousers. Discover the SHAPING NEW TOMORROW difference – where innovative fabric technology meets classic design, creating essentials that empower you to do more, comfortably and confidently.
• •Brand Story Snippet: We started SHAPING NEW TOMORROW because we believed menswear could be better. More comfortable. More versatile. More in tune with the lives of modern men who expect more. We didn't just change a product; we challenged a mindset. Join us in shaping a more comfortable, stylish future.