Brand Tone

Authentic, Understated/Minimalist, Confident/Authoritative, Respectful (of heritage and craft), Slightly Formal/Elevated

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Durability & Functionality
• •Timelessness
• •Authenticity
• •Exclusivity/Scarcity (to a degree)

Best Practices

• •Emphasize Heritage and Authenticity: Always weave in the brand's long history (since 1919/1931) and Danish roots. Use phrases like "A legacy of...", "Crafted with generations of expertise...", "True to our origins...".
• •Focus on Quality and Craftsmanship: Highlight the materials (e.g., "100% virgin wool," "merino wool lining"), the unique knitting techniques ("signature bubble knit"), and the durability ("built to withstand," "made to last").
• •Maintain an Understated, Confident Voice: Avoid hyperbole or overly salesy language. Let the product's inherent quality and the brand's history convey value. Use clear, concise, and descriptive language.
• •Evoke Timelessness and Functionality: Position the knitwear as classic pieces that are both stylish and practical, suitable for various conditions and designed to last beyond trends.
• •Use Consistent Terminology: Refer to key products like the "Fisherman sweater" or "Stark cardigan" consistently. Maintain a lexicon that reflects the brand's focus (e.g., "robust," "resilient," "textured," "insulating").

Social Perception

Highly Respected, Investment Pieces, Specialist, Reliable & Trustworthy, For the Discerning Customer, Associated with Warmth and Durability

Copy Examples

• •Headline: Enduring Warmth. Crafted Since 1919. Body: For over a century, S.N.S. Herning has knitted more than just sweaters; we've crafted enduring companions against the elements. Our signature bubble knit, born from the needs of Danish fishermen, continues to offer unparalleled warmth and resilience. Discover the Stark Cardigan – a testament to timeless design and uncompromising quality.
• •Headline: The Original Fisherman Sweater. Still Knitted in Denmark. Body: Some things need no reinvention. The S.N.S. Herning Fisherman sweater, first designed in the 1920s, remains a core piece in our collection. Made with pure virgin wool and knitted on traditional machines in Herning, it’s a legacy of craftsmanship you can feel.
• •Headline: Beyond Trends. Beyond Seasons. Body: In a world of the fleeting, S.N.S. Herning stands for the permanent. Our knitwear is an investment in authentic quality, designed to offer comfort and style for years, not just seasons. Experience the robust texture and lasting warmth of Danish tradition.
• •Headline: The Mark of True Craft. Body: Each S.N.S. Herning garment carries the mark of generations of knitting expertise. From the selection of the finest wools to the intricate patterns formed on our vintage looms, we ensure every piece is built to last and designed to be cherished.
• •Headline: Simple by Design. Superior by Nature. Body: We believe true quality speaks for itself. S.N.S. Herning focuses on exceptional materials and meticulous craftsmanship to create knitwear that is both fundamentally functional and effortlessly timeless. Feel the difference heritage makes.