Fashion & Apparel copywriting examples for ecomm & FMCG brands

Hiut Denim

Hiut’s 🔥 product copy

We're massive fans of Hiut Denim and their "do one thing well" messaging. And this little detail on the inside of their jeans is just *chef's kiss*. If you'd seen nothing else Hiut had ever done, you'd know everything you need to know about them just from this label. Absolutely smashed it. So good.

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Reformation

Reformation’s no notes tagline

Sustainability copy is <em>really </em>hard to get right. It's even harder to do without it getting a bit stale or preachy or <em>duuuuull</em>. But you wouldn't know that by looking at Reformation's copy. It's so good.

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Lucy & Yak

Lucy & Yak’s quietly rebellious copy

We've noticed a theme in the swipe file while we've been uploading it: we 💛 it when brands find a way to stand out and say something new or exciting. And while Lucy & Yak got a lot of praise for their colour and their sustainability, their language has always been about quietly rejecting almost everything about the fashion industry. And this banger is no different.

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Chubbies

Chubbies’ on-brand product descriptions

You hear about Innocent and Oatly all the time, but Chubbies have been one of the unsung heroes of the brand voice game for a while. (Maybe not in the US, but in the UK, they're not even in the conversation. Which is a shame. So we're including them here to give them their flowers.)

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Patagonia

Patagonia’s “how did they think of this?!” ad

This is Jack's favourite bit of copy ever written. He's waxed lyrically about this in several of our newsletters, on Instagram and to whoever will listen. And to be fair to him, it is an absolute banger.

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Paynter Jacket Co

Paynter’s 10/10 label copy

We've got a lot of love for Paynter here at DWG. We both drool over their chore jackets. We love their slow approach to business. We <em>loved </em>their pandemic messaging. And, most of all, we love that their whole brand is about attention to detail and enjoying the good things. And what says attention to detail and enjoying the good stuff more than a label in their jackets saying "eat a bowl of Coco Pops"? Absolutely no notes.

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Harper Wilde

Harper Wilde’s VOC-led email

We found this on Really Good Emails (<a href="https://reallygoodemails.com/emails/we-made-the-classic-bra-comfier/info">shout out!</a>) and although it's not the loudest or most obviously <em>swipe-file-y </em>bit of copy in the world, it went straight in because it's such a great example of using your customers' own words as copy.

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Palace

Palace’s *very* on-brand product descriptions

We mean, how can you not love everything about this? This is a £528 Gore-Tex parka. And the <em>entire</em> product description is: <em>JACKET POTATOES > JACKETS. </em> Just so, so good.

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Patagonia

Classic Patagonia print ad

It’ll come as no shock that we bloody love Patagonia here at DWG. They basically wrote the playbook on being a mission-led brand. (And they’ve been on our dream client list for years now.) And they ran this full page ad in the NYT on Black Friday in 2011, while every other brand was promoting a big sale or discounts. Absolutely love it.

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