Brand Tone

Friendly and approachable, mission-driven and passionate, transparent and honest, with a slightly humorous and witty edge.

Brand Values

• •Ethical Production
• •Affordability
• •Sustainability
• •Transparency
• •Quality and Durability
• •Community Engagement

Best Practices

• •Always Lead with 'Friend': Begin communications, especially in emails and direct social media interactions, with a friendly and inclusive tone. Using 'friend' or 'friends' reinforces the brand name and its community-focused ethos.
• •Marry the Mission to the Product: Never just sell a piece of clothing. Always connect the product's features (e.g., organic cotton, premium feel) back to the brand's core values (sustainability, quality, ethical production).
• •Be Radically Transparent: Use clear, simple language to explain complex topics like supply chains and pricing. Don't be afraid to openly state costs ('it costs as little as 15p extra') to build trust and educate the consumer.
• •Amplify Customer Voices: Actively incorporate customer reviews and user-generated content into marketing materials. Phrases like 'I'm simply in love!' are powerful, authentic endorsements that align with the brand's community spirit.
• •Maintain a Hopeful, Action-Oriented Tone: While addressing serious issues like unfair labor and environmental impact, the brand's tone should remain optimistic and empowering. Frame supporting Yes Friends not just as a purchase, but as a positive action to 'transform the fashion industry.'

Social Perception

Overwhelmingly positive; seen as trustworthy and credible, with high customer satisfaction. Valued for its mission to make ethical fashion accessible, and recognized for an effective business model that challenges fast fashion.

Copy Examples

• •Ethical fashion shouldn't be a luxury. Our classic organic cotton tee is made with fair wages in a solar-powered factory. The price? Just a little more than your morning coffee. Change the world, not your budget. #YesFriends #EthicalFashion
• •Finally, a hoodie so comfortable and ethically made, your conscience can finally relax as much as you do. It’s like being hugged by a cloud that also pays its workers fairly.☁️ #SustainableStyle #ComfyConscience
• •The Perfect White Tee. ★★★★★ rated. Made from premium organic cotton. Produced with fair wages. Starting at just £16. This isn't too good to be true; it's just how fashion should be. Shop now.
• •Subject: This is bigger than just a t-shirt. Hey friend, we started Yes Friends to prove a point: that a fashion brand could pay its workers well, care for the planet, and still be affordable for you. Every garment we make is a step towards transforming this industry for good. Join the movement. [Shop The Collection]
• •Think ethical clothing is expensive? Myth! It costs just pennies more to ensure a living wage. We use big-scale production and sell directly to you. That means premium, sustainable style that doesn't break the bank. Welcome to the fashion revolution. #YesFriends #FashionHack