Brand Tone

Passionate & Authentic, Conscious & Responsible, Informative & Educational, Timeless & Modern, Quality-Driven & Craft-Oriented, Approachable & Welcoming

Brand Values

• •Sustainability
• •Quality & Durability
• •Transparency & Honesty
• •Craftsmanship
• •Ethical Production
• •Timeless Style
• •Customer Education & Connection

Best Practices

• •Always Emphasize Durability and Quality over Fleeting Trends: Every piece of copy should subtly or overtly reinforce that Tenue. products are made to last, positioning them as investments rather than impulse buys.
• •Maintain an Educational and Transparent Voice: Share insights into the production process, the benefits of sustainable materials, or the history of denim. This builds trust and aligns with the brand's value of honesty.
• •Weave in the "Buy Less, Buy Better" Philosophy: Encourage mindful consumption. Copy should inspire customers to choose fewer, higher-quality items that they will love and wear for years.
• •Show, Don't Just Tell, Sustainability: Instead of generic sustainability claims, provide specific examples – mention organic cotton, recycled materials, ethical factories, or the free repair service. This makes the commitment tangible.
• •Keep the Language Passionate but Grounded: Reflect Menno van Meurs' genuine love for denim and ethical production, but avoid overly technical jargon or preachy tones. The passion should feel authentic and inviting, making customers feel part of a shared appreciation for quality.

Social Perception

Respected Authority in Denim, Advocate for Sustainability, Provider of High-Quality Goods, Investment-Worthy, Transparent and Trustworthy, Amsterdam-Centric Cool

Copy Examples

• •Headline: Beyond Trends. Beyond Seasons. Just Pure Denim. Body: At Tenue., we believe in jeans that tell your story, not the fleeting fads of fashion. Crafted with passion in Italy, Portugal, and Japan, our denim is built to journey with you, year after year. Invest in quality, embrace timeless style. #TenueForLife #SustainableDenim
• •Headline: Know Your Jeans. Love Your Jeans. Body: We’re pulling back the curtain on how your favorite Tenue. jeans are made. From organic cotton fields to our artisan workshops, discover the transparent journey of a garment built on quality and respect for the planet. Because true style is honest. [Link to supplier page] #TenueTransparency #EthicalFashion
• •Headline: Tired of Disposable? So Are We. Body: That’s why Tenue. was born. We’re bringing back the era of garments made to last, with a focus on superior craftsmanship and sustainable practices. Buy less, choose well, and make your wardrobe a testament to enduring quality. Our free lifetime repair service ensures it. #BuyLessBuyBetter #QualityOverQuantity
• •Headline: The Soul of Denim, Woven into Every Pair. Body: For us, denim is more than fabric; it’s a legacy. Tenue. jeans blend classic workwear spirit with a modern consciousness. Experience the difference that meticulous craftsmanship and a commitment to sustainability make. Find your forever pair. #CraftedToLast #DenimHeritage
• •Headline: Amsterdam Born. Globally Minded. Sustainably Crafted. Body: From the heart of denim culture, Tenue. offers a collection that respects both people and planet. Our jeans are an invitation to a more conscious way of dressing, without compromising on style or quality. Join the movement. #TenueAmsterdam #ConsciousStyle