Innovative, ethical and sustainable – vintage-inspired fashion label, I Dream For You, is committed to honesty in all their operations and practices.

When the brand was launched in 2019, TONE was tasked with providing both print and digital copywriting services, as well as implementing a laidback and human tone of voice across all brand touchpoints.

• Tone of Voice

• Brand story

• Creative content ideation

• Website and sustainability copywriting

Our goal was to ensure the tone of voice for the brand was raw and authentic – just like the label itself. I Dream For You has always been more than your usual clothing line. Inspired by the past yet driven by the future, each of their pieces is effortless, gender fluid and sustainable. As a label, they are committed to doing things differently – an approach that resonates instantly with their target market.

IDFY knows their customer, and what their customer stands for. The copy had to reflect this. Keeping the website content tangible but minimal, succinct but cool, we approached the copy from a place of truth, while providing insights into who the brand was, and who it had been created for. Each piece of IDFY clothing facilitates a pairing between recycled fibres and organic cottons with thoughtful, quality-made designs. This was communicated effectively and authentically so that customers could purchase their favourite items with confidence in their actions and those of the brand.

A leading voice and copy strategy for the launch of what would quickly become a global fashion brand with longevity and cut through in a competitive market.

Soon after their debut, I Dream For You graced the pages of VOGUE and WWD, and found a number of notable global customers including Kourtney Kardashian.

As their customer base grows, the website copy continues to serve its purpose of inspiring and engaging customers with a brand message they can relate to and feel good about.