Here, Dyngja is being used as an example for writing product descriptions. While copywriters should veer from these instructions on a case-by-case basis to avoid writing anything barbarous, the basic formula is as follows:
Dyngja
Designed for explorers, updated for today
Long description
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Each product page consists of a headline (the product’s name), a subhead (a short, quippy description of the product), and body copy.
For example:
The ideal long description contains three sections, typically represented as paragraphs.
¶1 introduces the garment and adds a charming bit of color: why it was designed, what it’s made of, who it’s for, and a smart observation to tie it all together.
¶2 unpacks the technologies and design touches that power such a remarkable piece. It begins by talking about materials, but stops well short of statistics. It ends by cataloguing features, giving sharp, simple reasons for their inclusion.
¶3 gives sizing and fit advice like only 66North could.
¶1
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
¶2
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
¶3
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Writing is fundamentally creative, and there’s no step-by-step way to do creativity.However, as we are a brand (a consistent marker that distinguishes what we do from our competitors), we have to communicate in a way that feels distinct and consistent.The balance between the two is achieved through the writer’s reference to principles: fundamental qualities that act as creative considerations to guide the writing process.
Use the 66North brand voice throughout.
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Principle: Products using down/fur include supplier info
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
Dyngja is an everyday down jacket in a boxy, unisex fit. Inspired by a beloved vintage design, updated colors and materials make it perfect for the present. A face fabric made from recycled plastic bottles also means it’s great for the future. Premium touches like a detachable hood and contrast logo placket round out this stylish winter staple.
All down inside 66°North products is ethically sourced from our long-time German supplier, who has been certified in accordance with the Responsible Down Standard (RDS) Downpass, and the STANDARD 100 by OEKO-TEX®. Here, 800-fill duck down is used to provide exceptional warmth for weight.
Dyngja is cut oversized and fits all genders comfortably. Please refer to the size guide to find your precise fit.
The first sentence of the body copy is simple and declarative. It should name then describe the garment, with a passing reference to its ingredients or use case.
This section varies widely based on the product category. Shells, parkas, and complex mid-layers lend themselves to more robust technology stories. Others may not.
To avoid coming off as redundant to readers (or scanners), the first sentence should not start with the product name. However, it should still include it.
This section should end by listing features with nods to context or use.
This section has a huge opportunity to impress readers. After all, it’s the last thing they read.
Giving sizing and fit advice “like only 66North could” sounds like…
GORE-TEX Infinium jacket designed for outdoors athletes.
Straumnes is a breathable and lightweight jacket built for the needs of endurance athletes. In Iceland, “waiting for a nice day” often means “not training.” We worked with runners, cyclists, and fast hikers to design a jacket that balances the protection they need with the agility they demand - all to enable more time in nature.
The core of Straumnes is a breathable shell fabric imbued with 4-way stretch. GORE-TEX Infinium technology provides weather resistance. Stretch panels support key movements. Reflective stripes on the sleeves keeps athletes safe, while two zippered hand pockets protect essentials. Finally, a sweat-wicking liner fabric ensures next-to-skin comfort.
Straumnes fits snugly, but stretches and moves with the body in motion. Those between sizes should consider sizing up.
A refined hybrid jacket.
Öxi is a sleek and agile mid-layer made from two insulating technologies. Primaloft Gold provides warmth in all conditions. Polartec Power Stretch lends comfort and mobility. A hybrid construction intelligently deploys each where needed most, while clean lines and a slim profile lend style to the substance. For mountain athletes and city dwellers alike, Öxi is far more than the sum of its parts.
Behind Öxi’s quilting lays Primaloft Gold, a lofted synthetic insulation. Unlike down, Primaloft does not lose its insulating ability when wet, granting garments that use it additional weather resistance. Here, it provides resilient warmth to the core, where the body needs it most. In the arms and shoulders, Polartec’s Power Stretch textile is used. Power Stretch provides durable four-way stretch capabilities as well as warmth and weather-resistance. Combining it with Primaloft creates a uniquely-balanced jacket: warmest where it must be, pleasant everywhere else. A double-zipper on the front and two low-profile side pockets complete the package.
Öxi is cut true-to-size and designed to be worn as a mid-layer. Please refer to the size guide to find your precise fit. Those who prefer a less tailored fit should size up.
A sustainable staple made for smaller journeys.
The 15L Backpack is a day bag for whatever the day brings. A durable coated waterproof fabric covers the sides, top, and bottom. Neoprene on the back lends comfort and breathability. On the bottom, a reinforced panel keeps belongings protected from scratches. A quilted interior lining and laptop pocket make the 15L an ideal companion for cameras, computers, and whatever must arrive safely. A dual-buckle closure, internal drawstring, and front pocket with water-resistant reflective zipper provide additional utility.
We’re proud to make every 15L Backpack from leftover fabric cuts that might otherwise go to waste. Our apparel is made from textiles and technologies that enable more time in the outdoors. With a bit of clever design, their remnants now do the same.
One size fits all.
These tabs expound upon what is in the product description, providing a much higher level of detail for the customer who wants to understand more. We should present these tabs in order of customer relevance.
When shopping online, size and fit information is critical to conversion, particularly for new customers. When writing size and fit information, we should follow the convention:
This is how the product is designed to fit and should put the fit into the context of the product’s designed function. It should be a general, introductory statement in conversational language. For example, “Jökla is available in unisex sizing and is designed to be worn with a base-layer and mid-layer during outdoor activity.”
If there is anything particular to the fit of the product or that will help the customer gauge size, it should be here, unambiguous, and be contextually related to the size design statement. For example, “As a result, some may find the Jökla fits large-to-size.”
If there is anything in the product that would allow someone to adjust the fit, include it here. For example, “The hood is adjustable with keeper straps, the waist and hem are adjustable with drawcords, and there are Velcro straps to tighten the sleeves.”
A simple declarative statement, this should include the model’s height and a relevant measurement if applicable to the category (e.g., chest size for a jacket, or waist size for pants), and what size he or she is wearing. For example: “The model is 6’2”, with a 40” chest, and wearing a size medium.”
Therefore, all together, the size tab would look like this:
“Jökla is available in unisex sizing and is designed to be worn with a base-layer and mid-layer during outdoor activity. As a result, some may find the Jökla fits large-to-size. The hood is adjustable with keeper straps, the waist and hem are adjustable with drawcords, and there are Velcro straps to tighten the sleeves. The model is 6’2”, with a 40” chest, and wearing a size medium.”
Particularly important for the technically led customer, product specs are our proof points that we know what we are doing and give our customer the ability to validate the quality and performance of the product, as well as compare it to other products.
Product specs should be subcategorized into the components of the product, and ordered thusly.
While the details will vary by product, we should always include fill power, insulation or down composition (e.g., duck vs feathers), any certifications (whether bluesign or down certification), and any sustainability highlights. If we have warmth factor, or the temperature it is recommended to, that should also be included.
While the details will vary by product, we should always include the fabric of the shell, its manufacturer, its waterproofness, its breathability, and any sustainability highlights.
This is where we have details like the number of pockets, drawcords, reflectors, zippers etc.
This must always have detail on Saga Furs and related certifications. There should also be a link to our page on why we use fur.
For other product categories we should make the following adjustments:
Care instructions will differ for each product. However, they should all follow this format:
Short description, in conversational language, of why this product needs to be cared for. Answer the customer question: Why should I need to care for this product if I’m not muddying it, tearing it, or it doesn’t smell? For instance, if it is Gore-Tex, it might be, “Over time, your sweat will erode the waterproofness of the jacket by slowly disintegrating the sealant.”
Frequency statement, also in conversational language, which leads with 66˚North recommends or 66˚North and [manufacturer name] recommends, depending on what is appropriate. So for example, “66˚North and Gore recommend washing this product after X uses, or every Y months.”
Care process. List off the recommending care instructions for this product, whatever they are, but make sure they are in chronological order.