Brand Tone

Artistic, Activist, Visionary, and Intellectual. Turtlehorn's tone is not merely about selling clothes; it's about communicating a message. The language is often conceptual and story-driven, framing fashion as a form of art and social commentary. It is confident, unapologetic, and educational, aiming to inform its audience about the importance of sustainability and conscious consumption.

Brand Values

• •Sustainability and Circularity
• •Artistic Expression and Individuality
• •Community and Inclusivity
• •Social Critique and Education
• •Quality and Craftsmanship

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core mission. Don't just sell a jacket; sell the idea of sustainability, artistry, and social change that the jacket represents.
• •Use Visionary and Evocative Language: Employ words like "future," "transformation," "vision," "story," and "movement." Frame collections and pieces within a larger narrative to engage the audience intellectually and emotionally.
• •Educate, Don't Just Announce: When launching a new product or collection, use the opportunity to explain the sustainable practices behind it. Talk about the materials, the upcycling process, or the social critique it embodies. This reinforces the brand's activist tone.
• •Maintain a Confident and Inclusive Voice: Use gender-neutral language and emphasize that the designs are for everyone. The tone should be bold and self-assured, reflecting the brand's confidence in its unconventional approach to fashion.
• •Be Consistent Across All Channels: Whether it's a witty TikTok caption, a detailed blog post about a new technique, or a product description, the core message of sustainability, art, and community must be present. The voice should be recognizably "Turtlehorn" everywhere.

Social Perception

Turtlehorn is perceived as an avant-garde, mission-driven fashion label rather than a conventional clothing store. It is respected within circles that value sustainable fashion, art, and design innovation. The public perception is that of a niche and creative brand at the forefront of the slow fashion movement, often associated with fashion weeks (NYFW), art installations, and educational initiatives. It is seen as a brand for the conscious consumer who values uniqueness and a powerful story behind their clothing.

Copy Examples

• •Wear the future. Our SOTF Gorp Skirt isn't just a garment; it's a story of survival and innovation. Crafted from upcycled textiles, each piece is a one-of-a-kind artifact from a world remade. This is more than fashion. This is a statement. #Turtlehorn #SlowFashion #WearableArt #SustainableStreetwear
• •Fashion that doesn't cost the earth. We transform waste into wearable art. Explore our genderless, one-size collections and join the slow fashion movement.
• •Subject: Unleash Your Creativity: Join Our Upcycling Workshop. Hi [Name], Ready to give your old clothes a new life? Learn the art of mending and transformation with our designer, María Voth Velasco. We’re not just making clothes; we’re building a community dedicated to conscious creation. Limited spots available. Register now and be part of the change.
• •(Video shows flashes of textile waste, then the finished, stylish garment being worn) On-screen text: They called it waste. We called it a beginning. Caption: This is circular fashion. This is Turtlehorn. ♻️ #Upcycling #SustainableFashion #Transformation #DIYfashion #Art
• •An icon of reinvention. The Turtlehorn Shoe Jacket is the ultimate expression of our philosophy: that beauty and innovation can be found where others see waste. This piece of wearable art, crafted from repurposed materials, challenges all conventions. Genderless, size-adaptable, and radically unique. It's not for everyone. It's for you. #RadicalFashion #CircularDesign