HOMECOMING
Triple Five Soul is one of the original streetwear brands. Founded in New York City in the 1990’s, it has been worn by rappers and celebrities alike. Over the years, this iconic brand has passed through different hands, sometimes ceding creative control to parent companies. Because of this, we wanted to take their site back to its roots of the Lower East Side of Manhattan.
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I was the main designer on this project overseen by my digital director. The client wanted to minimalize their website in order to let their clothing shine while paying homage to the glory days of streetwear.
UI DESIGN
GRAPHIC DESIGN
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One of the most important aspects the client wanted to portray in their site was imagery. Triple Five Soul’s lookbook photos are engaging and they wanted them to take center stage. I created two types of lookbooks for the site. The first was a more artistic approach that took center stage on the homepage. I varied the photo sizes, integrated faint graffiti tags, created a film roll effect on a row of photos, and finally incorporated a timeline of the brand utilizing the iconic New York City skyline at the bottom of the page. The second lookbook was more standardized, with clean and simple rows of pictures to clearly visualize this season’s looks. Both lookbooks were functional and allowed a user to shop individual looks from the respective photos.
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Triple Five Soul also needed an overhaul of their e-commerce platform. I made updates such filtering the clothing by gender and different categories such as shirts, jackets, pants, etc. On the actual product page, I created a scrolling detail design, so the items scroll with the user, further enticing them to purchase. Lastly, I added a related products’ section at the bottom of the page with the hopes of upselling a customer.
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