Brand Tone

cool, conscious, and community-focused. The language used on their website and social media is inclusive, accessible, and often uses colloquialisms and a relaxed style (e.g., using lowercase letters). There's a clear effort to be transparent and authentic, sharing their story and processes openly.

Brand Values

• •Sustainability
• •Accessibility
• •Inclusivity & Diversity
• •Community
• •Innovation & Fashion-Forward Design

Best Practices

• •Lead with Purpose: Always connect the product back to the core mission of sustainability and breaking the fast fashion cycle. This is their strongest unique selling proposition.
• •Embrace the "Collective": Use inclusive and community-oriented language. Words like "collective," "us," "you," and "we" reinforce the brand's community value.
• •Keep it Cool & Casual: Maintain a relaxed, slightly edgy, and fashion-forward voice. Avoid overly corporate or technical jargon. The use of lowercase and conversational phrasing aligns with their current branding.
• •Stay Transparent: Authenticity is key to their perception. Continue to share behind-the-scenes content of the recycling process and be open about business practices. This builds trust and reinforces their "for real" image.
• •Be Visually Consistent: Ensure that all imagery and video content reflect the brand's values of diversity, inclusivity, and effortless cool. Feature a wide range of people and styles to show that Szade is truly for "everyone, everywhere."

Social Perception

highly positive. Customers and reviewers praise the quality of the sunglasses, often noting the reasonable price point for a sustainable product. The brand is seen as genuine, transparent, and a positive force in breaking the cycle of fast fashion. They are recognized for their trendy designs and commitment to their core values. The story of the brand's origin—a couple finding a solution to a waste problem—resonates well and adds to their authenticity. The term "collective" appears to be successful in making customers feel like they are part of a community with shared values.

Copy Examples

• •not just a look, it's a movement. new frames for the collective, made from the old. wear the change. #szadecollective #recycledfashion
• •feel good fashion. look good doing it. sunglasses made from 100% recycled frames, because style shouldn't cost the planet.
• •we're breaking the cycle. literally. our sunglasses are born from waste, designed for everywhere. join the szade collective and get 15% off your first pair.
• •meet ‘the rebel’. unapologetically bold, sustainably made. crafted from recycled frames for those who aren’t afraid to make a statement. this isn’t just eyewear, it’s an attitude.
• •your style, your planet how u wearin' ur szades? show us ur look. #szade #sustainablefashion #recycled