The Project
Objective
Making Uncertainty Feel Empowering
Building a website for a sustainable fashion brand called “I Don’t Know Either” presented some fascinating design challenges that really pushed our creative thinking:
Honesty vs. Authority: IDKE’s core message is about “positive impact” and making “the world a better place” but their brand name suggests uncertainty. We had to create a design that made this vulnerability feel like strength rather than weakness.
The Solution
Tons of deliverables
Values-First Navigation: The site immediately communicates “ethical, sustainable and unisex fashion” and their commitment to “responsible productions both with the environment, as well as for the economies of our country and the rights of our workers” 6 Spanish ethical fashion brands that make a difference.
Transparency Architecture: Unlike typical fashion e-commerce sites that hide production details, IDKE’s site makes transparency a feature. Every product page includes information about materials, production methods, and impact.
Donation Integration: For every purchase, they donate a percentage to “AFRICANDOTO, CEMCAT, ECODES and ECOMAR” – foundations that “help make the world a better place” idke – Twitch. This needed to be prominently featured, not buried in fine print.