Brand Tone

Authentic & Transparent, Appreciative of Heritage & Craftsmanship, Modern & Timeless, Quality-Conscious & Durable, Sustainable & Responsible, Warm & Inviting (Alpine Joie de Vivre)

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Heritage & Authenticity
• •Timeless Design
• •Transparency
• •Regional Focus & Community

Best Practices

• •Emphasize Heritage and Craftsmanship Authentically: Always connect the products back to their Tyrolean roots, the traditional "Walk" process, and the skill involved in their creation. Use storytelling to highlight the brand's history since 1958.
• •Lead with Sustainability and Natural Materials: Make sustainability a prominent message in all communications. Clearly state the use of organic cotton, mulesing-free wool, and eco-friendly production methods. This is a key differentiator and resonates with the target audience.
• •Maintain a Tone of Understated Luxury and Quality: The language should reflect the premium nature of the products – elegant, refined, and focused on quality and durability rather than fleeting trends. Highlight the "timeless" aspect of the designs.
• •Be Transparent and Informative: Share details about the production process, the origin of materials, and the benefits of wool. Inviting customers to the Experience Store is a great example; echo this openness in digital content.
• •Use Warm, Evocative Language Connected to Nature and Comfort: Draw inspiration from the Alpine surroundings of Tyrol. Words like "warmth," "natural," "comfort," "pure," and "authentic" will reinforce the brand's connection to its environment and the sensory experience of its products.

Social Perception

High-Quality & Durable, Sustainable & Ethical, Authentically Tyrolean/Austrian, Comfortable & Stylish, Investment Pieces, Trustworthy (generally)

Copy Examples

• •Headline: Crafted in Tyrol. Designed for Life. Body: Experience the enduring warmth of Stapf Tirol. Since 1958, we've woven tradition and sustainable innovation into every thread. Our boiled wool and knitwear, made from the finest natural fibres, offer timeless style that’s as kind to the planet as it is to your skin. Discover pieces made to be cherished for generations.
• •Headline: Beyond Trends: The Stapf Promise of Lasting Quality. Body: In a world of fast fashion, we choose a different path. Stapf Tirol garments are meticulously crafted in Austria from organic cotton and mulesing-free wool, ensuring ethical production and unparalleled comfort. Feel the difference that true craftsmanship and sustainable practices make. Invest in pieces that tell a story of quality and care.
• •Headline: The Soul of Tyrol, Knitted into Every Stitch. Body: From the heart of the Austrian Alps to your wardrobe, Stapf Tirol brings you the authentic touch of Tyrolean "Walk" fabric. Naturally insulating, breathable, and timelessly modern, our collections for men, women, and children are a testament to generations of local artistry. Wrap yourself in nature's finest.
• •Headline: Wear Your Values: Sustainable. Ethical. Beautifully Stapf. Body: Choosing Stapf Tirol means choosing fashion that aligns with a conscious lifestyle. We are committed to transparency, from sourcing GOTS-certified organic cotton to our in-house knitting and fulling in Wörgl. Embrace style that feels good, inside and out.
• •Headline: Timeless Comfort, Modern Edge. That's Stapf. Body: Rediscover the art of dressing well with Stapf Tirol. Our designs blend classic Tyrolean heritage with a clean, contemporary aesthetic for pieces that are both versatile and unique. Crafted for durability and effortless style, our wool and knitwear are made to accompany you through every season of life.