Thread & Theory
Revamped the digital storefront for a sustainable fashion brand with style and performance in mind.
Duration
6 months
Year
2023
newsletter signups
boost in social traffic
average session duration
more product saves
Categories
Web Development
UX/UI Design
Social Media
Industry
Fashion & Retail
Awards
Webby Awards
Overview
We wove together fashion and storytelling into a refined digital experience.
Thread & Theory is a premium apparel brand blending modern minimalism with ethical fashion. They needed a digital presence that mirrored their design philosophy — understated elegance with purpose behind every detail.
Goals
Showcase quality craftsmanship and sustainability through refined UX.
We focused on a clean, editorial layout with muted tones, elegant typography, and large-format imagery. The goal was to elevate their storytelling and product discovery while seamlessly integrating e-commerce functionality.
Impact
Higher engagement, better conversions, and a stronger brand identity.
Since relaunch, Thread & Theory experienced a 37% increase in conversion rates and a 50% lift in returning visitors. Their brand perception improved across social and press, and the site now functions as both a shop and a digital lookbook.
It takes a stellar team to launch great work.
Every project is a collaborative effort. Here are the creatives, strategists, and partners who helped bring this vision to life.
Account Director(s)
Joan Carey
Operations Director(s)
Jennifer Wilson
Creative Direction
Brooke Dean
Project management
Michael Vega
Michelle Thompson
Brand Strategy
Sheila Hall
Motion Design
Diana Hooper
Kristen Heath
UX/UI Design
Tiffany Hubbard
Illustration
Joan Carey
Jason Banks
Copywriting
Patricia Johnson
