Tono de Marca

Introspective, honest, quietly defiant, artistic, intentional, inclusive, and empathetic, avoiding "fake empowerment" and embracing authenticity and life's complexities.

Valores de Marca

• •Inclusivity & Diversity
• •Mental Health Advocacy
• •Authenticity & Transparency
• •Sustainability & Quality
• •Artistic Integrity

Mejores Prácticas

• •Speak from a Place of Honesty: Avoid hyperbole and marketing jargon. Use direct, clear, and honest language. Acknowledge that not all days are sunny; this aligns with the brand name and ethos.
• •Prioritize "Why" Over "What": Instead of just describing a garment's features, explain the intention behind them. Connect the design back to the core values of introspection, durability, and defiance of norms.
• •Use Inclusive and Neutral Language: Consistently avoid gendered pronouns and terms. Refer to "people," "wearers," or "you." Frame sizing and fit around body measurements and personal style, never gender.
• •Embrace the Quiet: The brand's tone is not loud or flashy. Use a calm, confident, and sometimes poetic voice. Let the quality of the product and the strength of the message speak for themselves without shouting.
• •Weave in the Narrative: Subtly reinforce the brand's story and values in all copy. Mentioning "intention," "honesty," "community," or the rejection of "fast fashion" strengthens brand identity and resonates with the target audience.

Percepción Social

GLOOM is perceived very positively as a trustworthy, high-quality, and authentic brand, particularly for its inclusive, gender-neutral sizing and its genuine commitment to mental health advocacy and community. Customers appreciate its durable products that stand in contrast to fast fashion.

Ejemplos de Copy

• •Some days call for a quiet space. Our new hoodie is designed for those moments. Not to hide, but to hold. Crafted from durable, soft-milled cotton for a reality that isn’t always soft. Genderless design, honest sizing. Made to last longer than the bad days. #GloomLabel #QuietIntent #MadeToLast
• •Clothing without categories. We make pieces for your body and your story. Not for him, not for her. For you.
• •The Architect Jacket. A silhouette built on conviction. Features an asymmetrical collar and deep, functional pockets for whatever you need to carry with you. The heavyweight canvas is rigid at first but softens with every wear, telling its own story over time. This isn't just outerwear; it's a second skin for navigating a world that feels more Orwellian by the day. Wear it with intention.
• •For the grey days. New arrivals inside.
• •Tired of fashion that puts you in a box? So were we. GLOOM creates genderless apparel with full size runs, because style has no labels. We focus on quality materials, ethical production, and a commitment to mental health. This is more than clothing. It's a quiet space. Discover the difference.