Brand Tone

Inspiring & Empowering, Comfort-Focused & Relatable, Conscious & Authentic, Stylish & Contemporary

Brand Values

• •Comfort
• •Sustainability & Eco-consciousness
• •Quality & Craftsmanship
• •Empowerment & Individuality
• •Movement & Active Lifestyle
• •Authenticity & Realness

Best Practices

• •Emphasize "Comfort" and "Freedom": Continuously use words like "comfort," "breathable," "soft," "roomy," "flow," and "freedom of movement" to reinforce this primary product benefit.
• •Highlight "Sustainability" and "Natural" Elements: Regularly mention the use of "natural fabrics," "eco-friendly," "sustainable," and the brand's connection to "earth" (Kshm). This appeals to the conscious consumer.
• •Speak an "Empowering and Authentic" Language: Use an uplifting and genuine voice. Encourage individuality and an active, mindful lifestyle. Share the brand's philosophy of "chasing what's real."
• •Showcase "Versatility and Style": While comfort is paramount, also highlight the stylish and contemporary aspects of the apparel. Show how the clothes fit into various parts of a modern lifestyle – from yoga to work to travel.
• •Maintain a "Relatable and Human" Connection: Use clear, straightforward language. Incorporate customer stories or relatable scenarios. Even slightly humorous or colloquial phrases (like the "luxury your ex never gave you" example from their blog) can work if used judiciously and in line with the overall friendly yet empowering tone.

Social Perception

Positive (among those who know the brand for apparel), Growing & Ambitious, Focused Niche (Comfortable, Sustainable Apparel), Potential for Confusion (due to "Coreasana" and initial K-Beauty prompt)

Copy Examples

• •Kshm: Move Freely. Live Authentically. Body: Our Earth-kind fabrics and comfort-first designs are made for your every day, your every journey. Discover pants that let you be you. #LetsBeOnTheMove
• •Beyond the Mat: Yoga Pants Crafted for Life. Body: From your morning sun salutation to your evening wind-down, our Boxate Yoga Pants offer unparalleled comfort and breathable style. Feel the difference that real fabric makes.
• •Style That Breathes. Comfort That Empowers. Body: Kshm redefines everyday wear. We blend innovative design with sustainable materials, creating apparel that moves with you and speaks to your unique story.
• •Your Go-To for All Day, Every Day Comfort. Body: Tired of choosing between style and comfort? With Kshm's versatile pants, you don't have to. Perfect for work, play, and everything in between – because life’s too short for restrictive clothing.
• •Consciously Crafted. Confidently Worn. Body: At Kshm, we believe in fashion that feels good and does good. Our commitment to sustainable practices and quality craftsmanship means you can wear your values, effortlessly.