Klättermusen

voice.md

---
bcp_version: "1.1.1"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-05
---

# Voice

> **Public-source demonstration.** These patterns are read from Klättermusen's own pages on 5 October 2026. Klättermusen has not published a voice guide and has not approved this file.

Klättermusen sounds like someone who has used the gear. The sentences are concrete, a little severe, and proud of repair. They name weather, terrain, a construction, or a year. They do not sound like a fashion drop or a green campaign.

## Voice attributes

```yaml
voice_attributes:
  - trait: "Equipment-first"
    guidance: "Call the product equipment or gear for mountain use. Fashion is the contrast they reject."
    evidence: "https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/"
  - trait: "Precise about the detail"
    guidance: "Give the construction a name and a reason: four-point sternum strap, box construction, Duracoat, Cutan layer count."
    evidence: "https://www.klattermusen.com/en-us/fabrics/"
  - trait: "Long-lived"
    guidance: "Prefer repair, refinement, and seasons of use over replacement and novelty."
    evidence: "https://www.klattermusen.com/en-us/about-us/"
  - trait: "Calm, not loud"
    guidance: "Editorial pages use short claims and then the condition. Hard Work of Art is dry and physical, not hype."
    evidence: "https://www.klattermusen.com/en-us/hard-work-of-art/"
  - trait: "Two languages, one standard"
    guidance: "English and Swedish About pages carry the same founding year and the same materials dates. Do not let a translation invent a new claim."
    evidence: "https://www.klattermusen.com/sv-se/about-us/"
```

## Register and rhythm

- Use sentence-case headlines.
- Put the mountain job in the sentence: weather, terrain, load, repair.
- Name the year when a materials change is the point.
- Quote staff only with the page. Gonz Ferrero is owner and CEO. Isabelle Liahaugen is Head of Design. Do not invent other speakers.
- Contractions are fine. The craftsmanship interview uses them.
- No exclamation point.
- Do not add an em dash to sound literary. Their pages sometimes use one. New lines in this package use a period or a colon.

## Vocabulary

```yaml
prefer:
  - "mountaineering equipment"
  - "durability"
  - "repair"
  - "refined"
  - "function"
  - "construction"
  - "materials"
  - "minimum impact"
  - "worth keeping"
avoid:
  - "fashion brand"
  - "lifestyle drop"
  - "eco-warrior"
  - "the world's greenest"
  - "guaranteed for life" as a reading of the warranty
  - "official ISPO partner" or "now at ISPO"
```

## Writing patterns

**Use:** "Established in 1975 in Umeå to combine utility and extreme durability. The company today is Klättermusen AB in Åre."

**Avoid:** "Born in the wild, this iconic Nordic fashion house is redefining outdoor."

**Use:** "In September 2017 Klättermusen said it was the first outdoor brand with a 100% fluorocarbon-free collection. That is their statement, with a date."

**Avoid:** "Always 100% free of forever chemicals, and the greenest shell on earth."

## Lines worth keeping

- "Refined mountaineering equipment." Homepage title pattern, https://www.klattermusen.com/en-us/
- "Maximum Safety. Minimum Impact." Meta description, read 2026-10-05.
- "Dirt is our paint brush, rocks are our pencils and years of wear and tear is our artistry." https://www.klattermusen.com/en-us/hard-work-of-art/
- "This is not a brand book." https://www.klattermusen.com/en-us/klattermusen-abc/