Brand Tone

Sophisticatedly Edgy & Effortlessly Cool

Brand Values

• •Quality & Craftsmanship
• •Innovation
• •Luxury Meets Comfort
• •Timeless Versatility with an Edge
• •Accessible Luxury

Best Practices

• •Lead with Quality and Texture: Always allude to the superior feel and unique nature of their knit fabrics. Use evocative words to describe touch and feel.
• •Embrace Confident Brevity: Keep sentences relatively short and impactful. Avoid overly descriptive or fluffy language. Let the product and visuals speak.
• •Inject Understated Edge: Use words and phrasing that hint at a modern, urban, and slightly rebellious spirit without being overtly aggressive.
• •Maintain a Premium Feel: Language should always feel elevated and sophisticated, even when describing casual items. Avoid slang or overly casual colloquialisms.
• •Highlight Versatility and Modernity: Emphasize how pieces fit into a contemporary, multifaceted lifestyle, transitioning effortlessly between occasions.

Social Perception

Generally perceived as a high-quality, innovative Canadian brand offering luxurious and comfortable knitwear with a distinct, modern edge. Customers appreciate the unique fabrics and stylish designs. The "Made in Canada" aspect, tied to their own mill, adds to a perception of quality control.

Copy Examples

• •Beyond Soft. Engineered for your reality. This is knitwear, evolved.
• •Luxe a la loungewear. The only statement you need to make.
• •Crafted in our Montreal mill. Designed for your uncompromised life. Experience Twenty.
• •Not your average basics. Because you're not average. Elevate everything.
• •The architecture of comfort. The attitude of now. Wear the difference.