Brand Tone

A blend of youthful rebellion, authentic passion, and heartfelt altruism, characterized by a casual, edgy, passionate, personal, purpose-driven, and sincere voice.

Brand Values

• •Service and Community
• •Generosity
• •Passion for the Outdoors
• •Social & Environmental Responsibility
• •Authenticity

Best Practices

• •Always connect the product back to the mission ('why'). Whether in a social media post or a product description, the 'why' (helping kids and the planet) should be just as prominent as the 'what' (the apparel).
• •Master the blend of the edgy, cool snowboarder tone with the compassionate, service-oriented voice. Use youth-centric slang and energy for product promotion but switch to sincere, direct language when discussing the mission's impact.
• •Move beyond generic statements like 'we help kids.' Use the blog and social media to share specific, powerful stories, making the impact tangible and personal for the audience.
• •Create a 'Voice & Tone' Guide documenting brand attributes, a lexicon of on-brand words (e.g., 'carve,' 'fresh powder,' 'serve,' 'movement') and off-brand words, to ensure consistency across all writers and platforms.
• •Continue to leverage the founder, Eve, as the primary voice of the brand through occasional posts, emails, or blog updates from her perspective, reinforcing the personal and trustworthy nature of the company.

Social Perception

Overwhelmingly positive, positioning it as a mission-driven movement rather than just an apparel company. Perceived as authentic, trustworthy, and youth-oriented, appealing to those who want to be part of a greater good.

Copy Examples

• •Carve your own line. On the mountain and in the world. Every piece of gear you rock helps get a kid on the slopes and trees back in the ground. This is more than apparel, it's a movement. #BuiltToServe #BeTreevy
• •Stay warm, look bold. This isn't just another hoodie—it's a statement. Made for crisp mornings on the mountain and chill nights with your crew. Best of all, 100% of the profit from this hoodie gives kids the gift of the outdoors. Wear the change.
• •GEAR THAT GIVES BACK. Every Purchase Funds a Kid's Season Pass.
• •New Drops 🔥 | Look good, do good.
• •Tired of brands that just take? Join one that gives. TREEVYAPPAREL was built to serve others, using 100% of profits to help kids experience the outdoors and support reforestation. Shop our new collection of hoodies and outerwear and become part of the Treevy family.