This e-commerce site sells contemporary artist T-shirts while also featuring and promoting the artists and their work. It’s a unique, art-focused e-commerce site, and fashion portal, with a graphic aesthetic that really sets it apart. The interface has an artistic, alternative feel that creates a neutral backdrop for the site’s varied and, at times, complex imagery. Content is geared for an audience of 20- to 35-year-olds interested in art and fashion. Not only is it a perfect showcase for young artists, it’s also a great place to buy T-shirts. The products are cool, the artists are talented and their styles are varied, so the shirts are almost guaranteed to be one-of-a-kind works of art.

• Because the visual design relies so heavily on images, they are, for the most part, the navigation element.

• All interactivity for the buying process occurs dynamically, with no reloads. When a shirt is purchased, a quick-view cart fades-in showing the added item and provides options for more shopping or checking out. If the visitor does nothing, the cart simply fades away.

• On average customers (who are finding the site by word-of-mouth) are ordering three or more shirts at a time.