This past week we launched yet another epic website for a truly inventive clothing brand: Gnarly Clothes. We’ve gotten the chance to work with Gnarly several times over the last 3 years – most notably on many of their finest pieces. So, when they needed a new website that stayed true to that raw-dog style, they asked us to help them out & we were more than happy to help.
One of the biggest challenges (and opportunities) with the Gnarly site was they needed something that functioned better than their old – all images & pop-ups – website, but that maintained a raw, off-the-cuff, quality to it. Most web design now-a-days is ultra-clean, minimal & life-less – this makes sense because most websites need users to focus on the CONTENT, rather than the design. But with Gnarly, we wanted to scrap all that and take a heavy-handed approach. Things weren’t going to be clean, they shouldn’t be minimal and dammit if they weren’t going to scream personality.
We began by completely re-thinking how to design a website. We approached it with a print designer / collage artist perspective – where content was merely a thing we used, and by no means the “focus”. We wanted every page to feel unified, but completely unique. Layouts would be smeared and re-done on the fly, but the overall layout would remain.
We’re very proud of what we’ve created for Gnarly, and we feel it’s a very unique piece of web design that most designers would never get to create. It’s fast, responsive & built with the latest tech in mind. But it’s also raw, unrefined & aesthetically chaotic. This website is one of the rare cases where we got to create something that truly merges the strengths of our client, with our own strengths – and we couldn’t be happier with the outcome.
So check out the site, and see what happens when you truly start from the ground up.