04 · Verbal

Voice & tone.

We write the way our customer dresses — with intention, without performance. Short sentences earn long looks.

We are / We are not

Specific
notDecorative
Confident
notInsistent
Sensory
notSentimental
Brief
notCurt

Rules of thumb

  1. 01No exclamation points. Ever.
  2. 02Periods over ellipses. Confidence over suggestion.
  3. 03Name the material, the place, the maker. Specifics are luxury.
  4. 04If you can cut a word, cut it. Then cut another.
  5. 05Lowercase by default in body. Title Case in product names. ALL CAPS reserved for labels and the wordmark.
  6. 06Numerals over spelled-out numbers in product copy (2-ply, 12-gauge, 100% cashmere).

In practice

Product description
✓ Yes

A ribbed turtleneck in two-ply Mongolian cashmere. Cut for room across the shoulders. Wears well over a shirt, better on its own.

✕ No

Discover our luxurious must-have turtleneck — the ultimate cozy essential you'll absolutely live in this season!

Email subject line
✓ Yes

The crewnecks are back.

✕ No

🎉 BIG NEWS — Our bestselling crewnecks are FINALLY back in stock!

Care label
✓ Yes

Hand wash cold. Lay flat. Cashmere softens with wear.

✕ No

Please follow these very important care instructions to keep your beautiful new sweater looking its absolute best!