Brand Tone

Conscious and Passionate, Informative and Empowering, Approachable and Friendly, Modern and Stylish

Brand Values

• •Sustainability
• •Ethical Production
• •Supporting Australian Brands
• •Inclusivity
• •Conscious Consumerism
• •Quality over Quantity

Best Practices

• •Lead with Values: Ensure that Stride's core values (sustainability, ethical production, Australian-made, inclusivity) are woven into the narrative wherever appropriate, not just as keywords but as guiding principles behind the messaging.
• •Educate and Empower: Use copy to gently educate consumers about the impact of their choices and empower them with the knowledge to shop more consciously. Avoid preachy or judgmental language; instead, focus on positive impact and shared goals.
• •Spotlight Australian Stories: Highlight the local brands and designers Stride partners with. Share their stories, their craft, and their commitment to ethical practices. This reinforces the "Supporting Australian" value and adds authenticity.
• •Maintain an Approachable & Inclusive Voice: Write in a way that is welcoming to everyone, regardless of where they are on their sustainable journey. Use clear, positive, and engaging language across all platforms.
• •Visual and Textual Harmony: Ensure the style of the copy aligns with the modern, clean aesthetic of Stride's visual branding. The language should feel as fresh and considered as the products themselves. Reflect the upcoming "Stride Store 2.0" evolution in messaging once details are public, emphasizing growth and continued commitment to reshaping conscious fashion.

Social Perception

A Go-To Destination for Ethical Shopping, Trustworthy and Transparent, Innovative and Forward-Thinking, Community-Focused

Copy Examples

• •Headline: Wear Your Values. Discover Australian Ethical Fashion. Body: At Stride, we believe style and sustainability go hand-in-hand. Explore curated collections from over 100 local designers who are as passionate about the planet and people as you are. Shop consciously, live beautifully.
• •Social Media Post (Instagram): Image: A model wearing a stylish, sustainably made outfit from an Australian brand. Caption: Make every stride count. ✨ We’re dedicated to bringing you fashion that not only looks good but *does* good. This stunning [garment type] from [Brand Name] is crafted with [sustainable material/ethical practice] right here in Australia. Ready to build a wardrobe that reflects your values? Tap to shop or explore more via the link in bio. #StrideStore #EthicalFashion #SustainableStyle #AustralianMade #ConsciousConsumer
• •Email Subject Line: Beyond the Trend: Fashion That Lasts (and Matters) Body Snippet: Tired of fleeting trends and throwaway fashion? At Stride, we champion timeless pieces from Australian creators committed to quality and ethical production. Discover designs you’ll love for years, not just a season. Because true style is sustainable.
• •Product Description Snippet (for a vegan leather bag): Chic. Cruelty-Free. Consciously Crafted. This [Bag Name] by [Brand Name] redefines everyday luxury. Made from innovative vegan leather and ethically produced in Australia, it’s proof that you don’t have to compromise your values for exceptional style. Carry it with pride, knowing you’re supporting a kinder fashion future.
• •About Us Page Excerpt: Founded in 2019, Stride was born from a simple idea: to make ethical and sustainable fashion accessible to all Australians. We're more than just a store; we're a community of conscious consumers and passionate local brands working together to reshape the future of fashion. Every piece you find here tells a story of thoughtful design, responsible sourcing, and a commitment to a healthier planet. Join us in making a difference, one beautiful garment at a time.