Minimalist Menswear from Amsterdam

Client NoLabel
My Roles Art Direction Digital Strategy Digital Branding UI & UX Design
Type & Year Ecommerce Platform 2019
Collabs Lama Lama


A completely visually driven digital flagship store for NoLabel. Paving the way for total openness that today’s conscious shopper longs for.

The proposition of NoLabel is being radically transparent in everything they do. High quality pieces at sensible prices, an independent distribution straight from source to shop and simplified shopping experiences, both offline and online. We were asked to translate these core values and envision a completely new digital flagship store that could grow along with the expansion ambitions of the brand. We set up a long-term partnership with the NoLabel team, embarking on a journey to make NoLabel one of the fastest growing men apparel companies in The Netherlands.

The result was a visually driven new webshop and brand identity, where we combined the latest technologies with the power of ‘total transparency’, leading to a completely new way of experiencing stories behind products. We’ve completely rethought the brand narrative by literally opening the factory doors, showing the people and pricing philosophy behind the collections. Next to that, we applied a clean, simplistic design approach to the online store to match the esthetics of the apparel. We created an extensive design library for everyone involved with the brand and provided guidelines on how to use video and photography. Ultimately, we brought these together in a useful digital style-guide. Their new platform led to a quadrupling in their online sales, but most importantly to a durable solution that can withstand the test of time.

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