Brand Tone

Conscious & Ethical, Authentic & Transparent, Passionate & Purpose-Driven, Approachable & Community-Focused, Understatedly Confident

Brand Values

• •Sustainability
• •Ethical Production
• •Quality & Durability
• •Timeless Style
• •Transparency
• •Conscious Consumption

Best Practices

• •Prioritize Authenticity: Always communicate honestly about materials, processes, and your brand journey. Avoid greenwashing or exaggerated claims.
• •Emphasize "Slow" and "Conscious": Consistently weave in language that reflects the deliberate, thoughtful nature of slow fashion, contrasting it with the urgency and disposability of fast fashion.
• •Highlight Craftsmanship & Quality: Use descriptive language that showcases the care, skill, and high-quality materials that go into each garment. Talk about durability and timelessness.
• •Educate & Inform: Gently educate your audience about the benefits of sustainable and ethical fashion without being preachy. Share insights into your choices (e.g., why organic cotton matters).
• •Foster a Sense of Community: Use inclusive and warm language. Encourage interaction, share customer stories (with permission), and make your audience feel like part of a movement towards better fashion. Your relaunch waitlist is a good example of this.

Social Perception

Positive Reputation, Trusted for Sustainability, Valued for Quality, Small Brand Appeal, Anticipation for Relaunch

Copy Examples

• •Crafted with intention, designed to endure. Our [Product Name] isn't just a piece of clothing; it's a commitment to slower, more thoughtful fashion. Handmade in London from 100% GOTS certified organic cotton, because quality and conscience should always go hand-in-hand. #EarthsideLondon #SlowFashion #EthicalStyle #HandmadeWithLove
• •We're Weaving a New Chapter. Earthside is evolving. Get ready for the same dedication to sustainable, handcrafted quality, with an even sharper vision for the future of your wardrobe. Join our waitlist for exclusive first access. #ConsciousCloset #FutureFashion
• •From our London workshop, to your forever wardrobe. ✨ We pour care into every cut, stitch, and detail. This is slow fashion in motion. #EarthsideLDN #HandmadeFashion #SustainableStyle #BehindTheSeams #MadeInLondon
• •The wait is almost over! We're putting the finishing touches on a collection we know you'll love – blending timeless design with the ethical practices you expect from Earthside. Get ready to rediscover fashion that feels good, inside and out. P.S. Keep an eye on your inbox for your exclusive early access pass!
• •Meet your new everyday essential: the Earthside [Product Name]. Consciously crafted in our London studio from premium, GOTS-certified organic cotton, this piece is designed for comfort, longevity, and minimal environmental impact. Invest in style that aligns with your values.