Brand Tone

Conscious and Thoughtful, Elegant and Modern, Inspirational and Authentic

Brand Values

• •Sustainability
• •Quality and Durability
• •Aesthetic Fusion
• •Functionality and Playfulness
• •Customer-Centricity

Best Practices

• •Lead with "Softness & Sustainability": Always connect the luxurious feel of the products with their sustainable origins. This surprising combination is a key brand differentiator and a point of customer delight.
• •Maintain the "London-Tokyo" Narrative: Consistently reference the brand's unique dual identity. Use phrases like "London design, Tokyo spirit" or "urban aesthetics from two iconic cities" to reinforce this unique positioning.
• •Educate, Don't Preach: Share the meaning of Japanese concepts like "Wabi-Sabi" or explain the benefits of recycled materials in an accessible, inspiring way. The goal is to invite customers into the brand's thoughtful world, not lecture them.
• •Use Evocative, Sensory Language: Continue using descriptive words that appeal to the senses. Phrases like "kissed by a cloud," "vibrant colors," and "impossibly soft" are more powerful than generic adjectives.
• •Amplify Customer Voices: Regularly feature customer testimonials in marketing materials. Their authentic praise for product quality, softness, and service is the most powerful copy. Let their words reinforce the brand's promises.

Social Perception

Highly Trusted, Eco-Conscious Leader, Premium and Gift-Worthy, Innovative

Copy Examples

• •Headline: Feel the clouds. Wear the change. Body: Our REplaid scarves aren’t just impossibly soft—they’re crafted from 100% recycled bottles. It’s the feeling of London style, the spirit of Tokyo design, and the promise of a kinder planet, all wrapped into one. #ShinjukuLanes #SlowFashion #SustainableStyle
• •Headline: The Only Tote You’ll Ever Need. Body: Inspired by the art of Origami, designed for the rhythm of modern life. Folds of functionality meet sustainable fabric in a tote that carries your essentials and your values. Shop the collection.
• •Headline: One Sarong. Endless Summers. Body: From a breezy beach cover-up to an elegant evening shawl, our bamboo sarongs are the definition of versatile. Designed in London and inspired by Tokyo, they’re the perfect sustainable piece for your travel capsule. How will you wear yours?
• •Subject: It’s not just a scarf. It’s a statement.
• •Headline: Urban Warmth, Consciously Crafted. Body: Meet the Origin Ribbed Beanie. Taking cues from the minimalist aesthetic of Tokyo's city streets, this beanie is your essential companion for crisp days. Woven from premium, eco-friendly ribbed fabric, it offers breathable warmth and a snug fit, proving that style and sustainability can go hand-in-hand. Designed to be cherished season after season.