Brand Tone

sincere, thoughtful, and inspiring; also personal and approachable, elegant and understated, and conscious and educated.

Brand Values

• •Sustainability
• •Timelessness and Versatility
• •Quality and Durability
• •Ethical Production
• •Conscious Growth

Best Practices

• •Lead with Your 'Why': Always connect your products back to the brand's core values of sustainability, timelessness, and conscious living. Don't just sell a jumper; sell the idea of a 'forever piece' that's ethically made.
• •Use a Personal, Sincere Voice: Write as if you are speaking to a thoughtful friend. Incorporate the founder's story and inspiration where appropriate to maintain a personal connection.
• •Emphasize Quality and Longevity: In product descriptions and social media, highlight the premium, sustainable materials and the careful craftsmanship. Use words like 'investment,' 'cherished,' and 'lasting' to frame the purchase as a long-term value.
• •Maintain a Cohesive Visual Language: Ensure that all imagery—from website photos to social media posts—reflects the brand's minimalist, natural, and elegant aesthetic. The visual tone is as important as the written one.
• •Engage Mindfully: When interacting with customers on social media, respond with the same thoughtful and personal tone. Answer questions about sustainability and production with transparency and pride.

Social Perception

a high-quality, trustworthy, and aesthetically pleasing brand. It is perceived as aspirational yet accessible, trustworthy and transparent, and niche and discerning.

Copy Examples

• •Where will your day take you? Our Madrid Tencel Trousers are designed for every moment—from your morning coffee run to an impromptu evening out. Crafted from sustainable Tencel™ for a fluid silhouette and an elegant feel, they are the versatile cornerstone your wardrobe has been waiting for. Effortless style, consciously made. #SteenStyle #SustainableFashion #TimelessDesign
• •The Feeling of Forever. At Steén, we don't follow trends; we create pieces you'll love for a lifetime. Our Copenhagen Cardigan, made from traceable, ethically sourced Cashwool®, is a testament to our belief in slow fashion. Invest in quality, comfort, and a more sustainable future. Discover the collection. #SlowFashion #EthicalStyle #SteenCollection
• •Stockholm Baby Alpaca Wool Jumper. Embrace the gentle warmth of our Stockholm Jumper. Spun from the finest baby alpaca wool, known for its incredible softness and lightweight feel, this piece is a tribute to our Scandinavian roots. Its timeless, minimal design makes it a versatile companion for years to come. Designed in London and ethically crafted in Spain, it’s a piece of everyday luxury you can feel good about.
• •A Letter From Our Founder. When I started Steén, I dreamed of creating the kind of clothes I was always searching for—beautiful, versatile pieces that honor both people and the planet. Inspired by my grandmother's wisdom of cherishing every item, we create each garment to be a lasting part of your story. Thank you for being on this journey with us. [Link to the 'About' page and new collection]
• •Timeless style in motion. We love seeing how you wear your Steén pieces. Our designs are made to be lived in, to create memories in, and to be a cherished part of your wardrobe. #SteenCollection #MySteen #SustainableStyle #CustomerLove