Brand Tone

Effortless & Relaxed, Chic & Modern, Authentic & Approachable, Quality-Conscious

Brand Values

• •Quality & Craftsmanship
• •Comfort
• •Timeless Style (Future Vintage)
• •Made in the USA / Ethical Production
• •Authenticity & Individuality
• •Sustainability (implied)

Best Practices

• •Emphasize "Effortless Comfort": Consistently use words like "soft," "comfortable," "easy," "relaxed," "lived-in," and "effortless" to describe the feel and style of the clothing.
• •Highlight "Made in LA" & Quality: Regularly mention that garments are designed and produced in Los Angeles, and underscore the commitment to quality materials (like 100% cotton) and craftsmanship (e.g., garment-dyeing, unique drapes).
• •Maintain an Authentic, Approachable Voice: Keep the language clear, genuine, and not overly technical or pretentious. Share the brand's story and values in a straightforward manner. Avoid overly formal or "fast fashion" hype language.
• •Focus on Timelessness over Trends: Position WILT pieces as "future vintage" or "wardrobe staples" that are designed to last, rather than focusing on fleeting seasonal trends. Use phrases that suggest longevity and enduring style.
• •Use Understated, Chic Language for Design Details: When describing unique design elements like asymmetrical hems or architectural drapes, use language that conveys sophistication and thoughtful design without being overly complex. Words like "unique silhouettes," "playful proportions," and "architecturally interesting" fit well.

Social Perception

Positively Perceived for Comfort and Quality, Seen as a Go-To for Elevated Basics, Appreciated for "Made in LA" Aspect, Considered Worth the Price by Loyal Customers, Effortlessly Cool and Stylish, Durable and Easy to Care For

Copy Examples

• •Headline: Effortless Style, Crafted in LA. Body: Discover WILT: Where modern comfort meets timeless design. Our garment-dyed essentials are made to live in, season after season. Feel the difference of LA-made quality. #WILTclothing #MadeinLA #EffortlessChic
• •Headline: Your Everyday Elevated. Body: Beyond basic. WILT tees and dresses feature unique architectural drapes and playful proportions, all in the softest 100% cotton. Designed for real life, made for lasting comfort. #FutureVintage #ComfortAndStyle #WILT
• •Headline: Softness That Lasts. Body: Experience the signature lived-in feel of WILT. Our garment-dyeing process means richer colors, incredible softness, and pieces that only get better with every wash and wear. Invest in comfort that endures. #GarmentDyed #QualityBasics #WILTstyle
• •Headline: Uncomplicated by Design. Loved for Life. Body: At WILT, we believe in transcending trends. Our thoughtfully designed pieces are crafted in Los Angeles for a relaxed fit, unique silhouettes, and the kind of comfort you'll reach for daily. #TimelessFashion #LAdesigner #WILTessentials
• •Headline: The Art of the Tee. Perfected. Body: Roxanne Heptner founded WILT to create beautifully shaped, uncomplicated tees that flatter. Discover our signature uneven hems and unique fits, all designed and made with care in LA. #PerfectTee #WILTfounder #ModernBasics