The Nice Movement

Dave Haste
By Dave Haste Last edited 130 months ago
The Nice Movement
Anonymous Lotto

This weekend column is brought to you by the founders of Niceties Tokens, Liz and Pete of Team Nice.

37. Fashionably Nice – Ties

It’s official, to be nice is on trend. A fashion designer friend of mine told me of an article she had seen on WGSN (a paid subscription service for the fashion industry that forecasts future trends), forecasting that fashion would get a bit more wholesome and nice. It used inspiration from companies like Today Was Fun, which is a very charming tea company, and Jorg & Olif, the bike company that has its own international community. Not sure what that means we will all be wearing in the future though…

It’s all very Innocent Smoothies, who I think probably pioneered this trend in the business world. If you look for it, you can clearly see how so many companies across the country have been adopting that conversational tone of voice to their marketing, and use the same ‘friendly font’.

Maybe this is where TfL’s ‘are you a considerate passenger?’ campaign went wrong, I guess ‘childlike, pure and wholesome’ works when you are selling us something, but if you are telling us what to do it will come across as patronising?


Another little mention about Team Nice Art Project, which was brought up last week. If you are interested in getting involved please read last week’s column here.

And finally, Team Nice is doing some more ‘anonymous lotto’ and will be leaving some scratch cards out and about to be found. Keep an eye out... particularly if you are travelling on buses this week.

By Liz Akers

Last Updated 09 March 2008