Brand Tone

Innovative & Conceptual, Edgy & Rebellious, Artistic & Creative, Confident & Understated Cool, Conscious & Thoughtful

Brand Values

• •Sustainability & Upcycling
• •Innovation & Originality
• •Self-Expression & Individuality
• •Quality & Craftsmanship
• •British Heritage & London Edge
• •Authenticity

Best Practices

• •Embrace Imperfection and Authenticity: Reflect the "DIY sensibility" and the beauty of reconstructed garments. Language should feel genuine and not overly polished or corporate.
• •Highlight the "Why": Continuously connect the designs back to core values like sustainability, innovation, and self-expression. Explain the story behind the repurposed materials or the inspiration from subcultures.
• •Use Strong, Evocative Verbs: Words like "reconstruct," "reimagine," "dissect," "transform," "craft," and "define" align with their active, creative process.
• •Maintain a Confident, Understated Edge: The tone should be self-assured but not arrogant. Convey a sense of cool intelligence and artistic integrity. Avoid clichés and overly trendy slang unless it genuinely fits a specific collection's narrative.
• •Speak to the "Au Courant Fashion Conscious Individual": Address an audience that is knowledgeable, values uniqueness, and is likely aware of broader cultural and environmental issues. The copy should feel like an intelligent conversation, not a hard sell.

Social Perception

Respected for Sustainability, Seen as Unique & Artistic, Cult Following, High-Quality & Designer, Progressive & Forward-Thinking

Copy Examples

• •Headline: RECONSTRUCTED. REBELLIOUS. REAL. Body: We don’t just make clothes. We dissect them, reimagine them, and give them a new narrative. Vinti Andrews: Sustainable style with a London edge. For those who write their own rules. Call to Action: Discover the Repurposed Collection.
• •Headline: WASTE IS A FAILURE OF IMAGINATION. Body: Our studio is a lab for reinvention. We take the forgotten, the discarded, and transform it into iconic, future-forward fashion. Because true style isn’t about the new, it’s about the new perspective. Call to Action: Shop Sustainable Icons.
• •Headline: MORE THAN CLOTHES. IT'S A STATEMENT. Body: Inspired by subculture, built with integrity. Each Vinti Andrews piece is a testament to individuality and conscious creation. Wear your values. Call to Action: Explore New Arrivals.
• •Headline: THE FUTURE OF FASHION IS UPCYCLED. Body: Vinti Andrews. Crafting unique garments from pre-loved materials. Each stitch tells a story of innovation, sustainability, and the art of the second chance. Join the quiet revolution. Call to Action: Learn Our Process.
• •Headline: LONDON CALLING: STYLE WITH SUBSTANCE. Body: Rooted in British counter-culture, designed for the conscious individual. Vinti Andrews blends conceptual design with a DIY ethos, creating pieces that are as unique as you are. Call to Action: View the Lookbook.