For those denim heads among us, 14oz. (ounces) refers to the weight per square yard of traditional American woven denim. In 1999 Karl-Heinz Müller adopted this name and launched boutique multi brand store in Cologne Germany, focussing on high end denim and streetwear labels. After already working 20+ years in the fashion and textiles industry, the store was unique from the interior design to label selection and was a first of it’s kind in Germany.
Berlin became the new home for 14oz. after 10 successful years in Cologne and a big part of the business evolving was to move into ecommerce in order to stretch its sales and customer loyalty beyond Europe. An equally unique online presence was required to reflect the values of 14oz. and together we directed and designed everything from product photography to a custom wardrobe within the My Account area. 14oz. was designed and built in collaboration with Diligent Commerce and Ronis BT
Product image concepts and direction – Web styleguide creation – Fully responsive shopable lookbook design – Custom wardrobe design