Brand Tone

Authentic, Respectful, and Passionate

Brand Values

• •Cultural Preservation
• •Community Empowerment
• •Uncompromising Quality & Craftsmanship
• •Authenticity & Storytelling
• •Sustainability

Best Practices

• •Lead with the Story: Always connect the product back to its cultural roots, the artist who made it, or the story behind the design. The narrative is your most powerful asset.
• •Use a Respectful Vocabulary: Employ terms that honor the culture and materials. Use words like "heritage," "tradition," "artisan," "handcrafted," "legacy," and "community." Refer to materials by their proper names (e.g., "moosehide," "beaver fur") to emphasize their natural origin.
• •Emphasize "Handmade" and "Community": Consistently remind the audience that each item is made by a real person in a specific community. This reinforces the values of craftsmanship and community empowerment and justifies the premium quality and price.
• •Educate, Don't Just Sell: Use copy to educate the audience about the meaning behind certain patterns, the process of tanning hides, or the importance of a particular material. This adds value beyond the product itself and deepens customer appreciation.
• •Maintain a Personal and Passionate Voice: Write as Victoria would speak—with passion for her craft and pride in her heritage. Using "we" and "our" reinforces the collective, community-focused nature of the brand. Let the genuine love for the culture be the guiding voice.

Social Perception

A prestigious and culturally significant artisan brand, perceived as 'wearable art'.

Copy Examples

• •Woven with tradition, designed for the modern North. Our latest parka features a sunburst pattern, a design that has told stories of light and resilience for generations. Each stitch is a whisper of our heritage, crafted by hand in Inuvik to bring you warmth and history. #VictoriasArcticFashion #InuvialuitCulture #HandmadeInTheNorth
• •This isn't fast fashion. This is forever fashion. At Victoria's Arctic Fashion, we create more than just coats; we create heirlooms. Using locally harvested furs and materials, our garments are a stand against disposability and a celebration of sustainable, traditional craftsmanship. Own a piece of art that will keep you warm for a lifetime. #SlowFashion #CulturalHeritage #MadeInCanada
• •Feel the embrace of the Arctic. These mitts are crafted from smoke-tanned moosehide and lined with sheared beaver for unparalleled warmth. The intricate beadwork, a signature of our Beaufort Delta artists, adds a touch of vibrant history. Handmade with skill passed down through generations, these are not just accessories; they are a promise of warmth and a connection to the land.
• •Victoria's Arctic Fashion was born from a needle and thread in my grandmother's hands. It’s a continuation of her story, and the story of our people. We don't just sell parkas; we share the legacy of Inuvialuit artistry with every garment we create, empowering local artists and ensuring our traditions thrive in a changing world.
• •Stories in Every Stitch: Our New Collection Is Here