Triggering emotions

Here, we provide some key phrases and expressions you might need to discuss corporate storytelling.

8. Celebrate success

Eve: We hear all the time that our customers love our Scottish heritage and how we use natural materials. Let’s celebrate both.

Tim: We should show that we’re committed to sustainability and fashion. Not fast fashion. Our textiles are made from one of the most sustainable materials on the planet. They are manufactured using less water and fewer chemicals than most textiles — in factories that are carbon neutral.

Eve: It’s a feel-good narrative that resonates with our customers. But can we personalize it more? We need heroes! Who could be the protagonists?

9. Celebrate the community

Tim: Our story is about our whole community. We need to connect our brand to individual stories in that community. Our devoted farmers, our talented designers, our diverse customers. We need concrete examples.

Eve: We need compelling stories. No preachy fairy stories!

Tim: I agree. We can tap into the real reason why people buy sustainable fashion. Basically, they want to feel that they can contribute to a better future for our planet. That’s the feeling we’re selling.

Eve: You think this will have a positive effect on our bottom line? We still need to turn a profit.

10. The public story Our story

It all began in Scotland 15 years ago, when Tim and Eve teamed up to fight the trend in fast fashion. They were driven by the same principle: the answer can always be found in nature. But it was a challenge to find the right answer! After hundreds of hours designing thousands of prototypes, we’ve launched a brand-new textile: Woolhoo! Today, we source all our material from sustainable and humane farms and we ship everything in cardboard boxes that are designed to minimize waste and resources. We obsess over every little detail. That’s why it works so well. Read about our journey in “Our community”.

Our community Why Maeve Dillon is living the dream

We’ve all been there, right? Our parents have one dream, we have another. In my case, I managed to combine both dreams into one.

From lab to lifestyle choices

Join Tim and Eve for a closer look at the technology behind the textiles. Discover our expertise and passion.

Learn a jig on a journey

Why does Peter Milligan tune in to Irish music on his farm in Scotland? Let’s get the music started!