Brand Tone

Conscious & Ethical, Artisanal & Appreciative, Empowering & Collaborative, Contemporary & Timeless, Authentic & Transparent

Brand Values

• •Sustainability: Commitment to eco-friendly, natural, and organic materials.
• •Ethical Practices: Fair partnerships and positive social, ecological, cultural, and economic impact.
• •Women Empowerment: Empowering indigenous women artisans and small-scale designers.
• •Cultural Preservation & Appreciation: Blending contemporary design with ancestral techniques.
• •Craftsmanship & Quality: Handcrafted, high-quality, durable materials and limited editions.
• •Transparency: Connecting makers with consumers and being open about the production process.
• •Conscious Consumption: Advocating for investment in lasting, high-quality items over fast fashion.

Best Practices

• •Prioritize Storytelling: Consistently weave the narratives of the artisans, the cultural significance of the crafts, and the ethical sourcing journey into all communications – product descriptions, blog posts, social media, and email marketing.
• •Educate and Inform: Use copy to gently educate consumers about the benefits of slow fashion, the importance of ethical production, the value of natural materials, and the stories of the cultures you partner with.
• •Maintain Transparency: Be open about where products come from, who makes them, and the materials used. This builds trust and aligns with the 'conscious consumer' and ethical values.
• •Highlight Collaborations: Showcase the partnerships with artisan communities, emphasizing the mutual benefits and the unique skills each community brings.
• •Use Earthy and Natural Language: Echo the natural materials and processes in your language, using evocative descriptions that appeal to the senses.

Social Perception

The brand likely aims to be perceived as a champion of slow fashion, ethical production, and cultural artisanship. Customers who align with values of sustainability, ethical sourcing, and unique, handcrafted items would likely view the brand positively. The emphasis on storytelling and the connection to artisans can foster a sense of connection and purpose for consumers.

Copy Examples

• •"EARTH EXPLORER FW 24/25" collection with its earthy tones is a good example.
• •We partner directly with talented women artisans, ensuring every limited-edition piece you cherish supports their craft, their communities, and a more sustainable future for fashion.
• •Discover handcrafted, contemporary women's clothing made with sustainable and ethical practices.
• •Our Story: Blending contemporary style with ancestral techniques. Conscious of our socio-economic, environmental, and cultural impact.
• •Traces of the World: A curated e-platform for contemporary women's clothing for the conscious consumer. Champions sustainable and ethical values.