Brand Tone

Empowering, Confident, and Inclusive

Brand Values

• •Body Positivity
• •Quality & Innovation
• •Inclusivity
• •Authenticity

Best Practices

• •Lead with Empowerment: Always frame the narrative around confidence, self-love, and celebrating the body. Use active, positive words like "embrace," "honor," "celebrate," and "shine" instead of "flatter," "hide," or "slim."
• •Speak the Language of Quality: Consistently use terms like "premium," "innovative," "engineered," and "craftsmanship." Highlight specific features like "Curve Hugging Technology" or "cozy fabrics" to reinforce the brand's commitment to superior products.
• •Be an Advocate, Not Just a Seller: Incorporate the brand's mission and values into the copy. Remind the customer that buying SLINK is an act of joining a "body-positivity revolution" and supporting a brand that champions inclusivity.
• •Use Inclusive and Respectful Terminology: Continue the practice of using "curvy" and celebrating all body shapes. Avoid industry jargon that can feel exclusionary. The tone should feel like a supportive conversation with a knowledgeable friend.
• •Focus on the "How it Feels": Beyond just how the jeans look, describe the feeling of wearing them—comfortable, confident, powerful, unrestricted. Use sensory details to convey the softness of the fabric and the security of the fit. This emotional connection is key to building loyalty.

Social Perception

high-quality, specialized, and much-needed player in the plus-size fashion space

Copy Examples

• •Your curves are not a challenge to be 'fixed.' They are a masterpiece to be celebrated. Our Curve Hugging Technology was designed to honor every line and every angle, so you can move through your day with the comfort and confidence you deserve. #SLINKJeans #LoveYourBody #PremiumDenim
• •Forget Everything You Know About Jean Shopping. Our premium denim is here to prove that the perfect fit isn't a myth. It’s a promise.
• •Meet your new favorite jeans—the ones that actually get you. Engineered with our signature Curve Hugging Technology, this skinny jean sculpts and smooths without ever restricting. Made from our ultra-soft, premium stretch denim, it holds its shape from morning coffee to evening cocktails. Finally, a jean that works as hard as you do and loves your body every step of the way.
• •SEXY. LOVABLE. INTELLIGENT. NOTICEABLE. KIND. More than just an acronym—it's the woman who wears our jeans. Discover denim that celebrates all of you.
• •The Denim Revolution Starts at Size 10. For too long, premium denim has ignored curves. We changed that. Born from decades of denim expertise, SLINK JEANS delivers an unparalleled fit designed to embrace, not hide. Experience the difference quality makes.