1. Style
1.1. Clothing
1.1.1. Raw
1.1.2. Minimalistic
1.1.3. Fashionable
1.1.4. Streetwear x business casual
1.2. Branding social media
1.2.1. Clean
1.2.2. Full-screen
1.2.3. Visual
1.2.4. Aesthetic
1.2.5. Video first
1.2.6. Facts
1.2.6.1. 2nd image carousel
1.2.6.2. Captions
1.2.6.3. Stories
1.2.6.4. Videos
1.2.6.5. Long posts
1.2.6.6. Knowledge website
2. Market
2.1. Premium segment
2.1.1. 70-100€ (MVP T-Shirt)
3. Values
3.1. Transparency
3.2. Respect, love and appreciation
3.3. Ethical
3.4. Environmentally friendly
3.4.1. Organic hemp
3.5. Community
3.6. Quality
4. brand persona: hero
4.1. honest and transparent
4.1.1. "we are already"
4.2. loves challenges
4.2.1. push boundaries
4.2.1.1. "but pushing the boundaries is part of our DNA."
4.3. innovative
4.3.1. questioning the status quo
4.3.2. backed by facts
4.3.2.1. "53% of brands still don't know where exactly their garments are made"
4.4. driven / passionate
4.4.1. got a calling
4.4.1.1. "why is it still acceptable for a brand to not know how your products are made?"
4.4.1.2. "if you ever felt like you are lacking
4.5. inspirational
4.5.1. B2C
4.5.1.1. humorous
4.5.1.1.1. "we take our mission serious. we don't take ourselves serious"
4.5.1.1.2. "honestly, finding high quality, organic hemp fabric is more difficult than leg day"
4.5.1.2. "We invite you to join us on our mission. Learn more about the impact of fast fashion. Spread the word. Share the love."
4.6. challenging (inviting)
4.6.1. B2B
4.6.1.1. "It is our sincere belief that each one of us..."
4.7. welcoming
4.7.1. co-creators
4.8. self-confident
4.8.1. no need to profile her/himself too far
4.8.2. grounded
4.8.2.1. "we are only a small raindrop pouring into the ocean"
4.8.3. listening and eager to learn
5. Customers
5.1. Fashion loving
5.2. Artsy
5.3. Eco-conscious
5.4. Ethical conscious
5.5. Value expressing
5.6. Quality appreciating
5.7. Brand evangelists
5.8. -> Hype followers
6. Persona
6.1. Anna Sundström, 28
6.2. PR agent in a startup for organic beauty products
6.3. Yoga & Pilates
6.4. Sailing
6.5. Single
6.6. Fashion lover
6.6.1. Vogue
6.6.2. Scandi fashion & beauty bloggers
6.6.2.1. Instagram
6.6.2.2. YouTube
6.6.2.3. Blogs
6.6.3. Boutiques
6.6.4. Online Shops
6.6.4.1. Zalando
6.6.4.2. Scandi brands