Ecommerce website for a unique apparel retailer to attract & invite customers into a brand new shopping experience.


1xblue are a unique London based brand offering limited drops by designer Lois Saunders. Their unique approach to streetwear has amassed them a cult following since their launch in 2020.


1xblue approached the FDRY creative team looking to elevate their website and online presence. Looking to stand out from their competitors, they sought to create a minimal yet striking experience to convey their brand tone. The design team got to brainstorming, ensuring they understood the scope of the website and the creative brief.


The FDRY design team carried out research on 1xblue competitors in order to position them as strongly as possible. With the design team behind the user interface, developers were able to follow closely the design to ensure a seamless experience. Microinteractions and journeys were placed on the site to ensure that 1xblue users maintain engaged with the site, ultimately encouraging higher conversion rates.


The 1xblue new website resulted in a fully optimised mobile first site, looking to engage with their following through unique and beautifully designed elements to match their branding.


We sought to create a minimal yet striking experience to convey the 1xblue brand tone and maintain it throughout the whole website experience.

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