Brand Tone

empowering, bold, unapologetic, and community-focused

Brand Values

• •Empowerment
• •Sustainability
• •Feminism & Social Justice
• •Individuality & Self-Expression
• •Community

Best Practices

• •Lead with Values: Every piece of copy, from a tweet to a product description, should be rooted in your core values of empowerment, sustainability, and feminism.
• •Use "You" and "We": Address the customer directly ("You are a superhero") and use "we" to foster a sense of community and shared purpose ("We believe in...").
• •Be Bold and Direct: Don't shy away from strong statements. Use clear, unapologetic language that reflects the brand's activist spirit. Phrases like "BE EMPOWERED!" and "unapologetically" are effective.
• •Incorporate a Call to Action (and Empowerment): Encourage your audience not just to buy, but to act, to share, and to be part of the movement. Frame your calls to action as a form of empowerment.
• •Tell the Story: Highlight the sustainable aspect of the brand by telling the story of the up-cycled pieces. This adds depth to the products and reinforces the brand's commitment to slow fashion.

Social Perception

Overwhelmingly positive; customers perceive the brand as high-quality, unique, and deeply aligned with their values, fostering a strong sense of community and appreciation through personal touches.

Copy Examples

• •Image: A person of any gender confidently wearing a t-shirt that says "Unapologetically Me." Caption: "Don't shrink yourself. Take up space. Be unapologetically you. Our new tee is here to remind you that your existence is not a debate. Made from 100% recycled materials, because standing for something should feel as good as it looks. #WearYourStatement #UnapologeticallyYou #SlowFashion"
• •Headline: Your Wardrobe is a Weapon. Body: "Tired of fast fashion that says nothing? wearing between mondays creates statement pieces for those who have something to say. From anti-sexism stickers to empowerment patches, our up-cycled vintage is your new armor. Join the community. BE EMPOWERED! Shop now and get 10% off your first order."
• •Title: "The Future is Equal" Patch Description: "Iron this on and wear it loud. This patch is for the activists, the allies, the history-makers in the making. It’s more than a statement; it's a promise. A promise to keep fighting, to keep speaking up, and to keep challenging the status quo. Let's make the future equal, together. (Patch made from recycled threads)."
• •Email Newsletter Subject Line: "This isn't just a sweater, it's a conversation starter." Body Preview: "Ready to make a statement without saying a word? Our new up-cycled collection just dropped, and it's full of pieces that speak volumes."
• •A fast-paced video showing the process of sourcing a vintage jacket, cleaning it, and applying a bold, feminist patch like "Smash the Patriarchy." Text on screen: "Reclaiming our clothes. Reclaiming our power." Sound: An upbeat, empowering anthem. Caption: "We're rebranding secondhand, one statement piece at a time. #VintageUpcycle #FeministFashion #SustainableStyle #Empowerment"