Brand Tone

Considered, Authentic, and Calm

Brand Values

• •Sustainability & Circularity
• •Quality & Craftsmanship
• •Timelessness
• •Local Production & Community
• •Transparency

Best Practices

• •Lead with Values: Every piece of copy, whether a product description or a social media post, should connect back to a core brand value like sustainability, longevity, or craftsmanship. Use storytelling to illustrate *how* you live these values (e.g., 'Meet our menders,' 'From the farm to our workroom').
• •Use Considered Language: Avoid hyperbole and urgent sales jargon ('Hurry!', 'Limited Time!'). Instead, use calm, confident, and descriptive words. Terms like 'thoughtfully designed,' 'slow-crafted,' 'enduring,' and 'considered' align perfectly with the brand's tone.
• •Educate, Don't Preach: Share information about the benefits of natural fibers, the importance of garment care, and the details of your circular model. Frame it as sharing knowledge and passion, empowering the customer to make a conscious choice.
• •Maintain Visual and Textual Harmony: Ensure the calm, minimalist, and natural aesthetic of your photography is matched by the tone of your copy. The words should feel as clean, intentional, and high-quality as the images.
• •Emphasize 'We' and 'You': Foster a sense of partnership with the customer. Use 'we' to talk about the brand's promises and actions ('We will mend it for life'). Use 'you' to invite the customer into the story ('Your story to tell,' 'When you cherish your knit'). This builds a community around shared values.

Social Perception

The public and its customers perceive Standard Issue as a premium, ethical, and investment-worthy brand. Customers view garments as long-term investments, and the brand is highly respected as a leader in sustainable fashion and a benchmark for a circular economy. The high price point is accepted due to transparent local manufacturing, premium materials, and the brand's lifetime care promise.

Copy Examples

• •Simplicity, designed to endure. Our Classic Merino Crew is crafted from nature, for a lifetime of stories. Knitted with zero-waste technology in our Tāmaki Makaurau workroom, it’s more than a sweater—it’s a promise of warmth, quality, and a lighter touch on the land. #StandardIssueNZ #MadeToLast #SlowFashion
• •The Art of Knitwear. The Practice of Care. Timeless by design, sustainable by nature. Discover pieces crafted to be part of your life, forever.
• •Inside the Workroom: The Story of Your Sweater
• •An embrace of pure luxury and conscious craft. This cardigan is knitted from the finest Italian cashmere, selected for its unparalleled softness and resilience. Each piece is made-to-order in our Auckland workroom to prevent overproduction, featuring seamless construction for a perfect fit and zero waste. A truly timeless layer, designed to be repaired, cherished, and passed down through generations.
• •Tired of clothes that don't last? At Standard Issue, we've been crafting timeless, New Zealand-made knitwear since 1981. We believe in quality over quantity and take responsibility for every piece we create with our Care for Life promise. Invest in forever. Shop our collection.