Founded on the streets of Copenhagen in 2008, Han Kjøbenhavn offers design within eyewear, menswear and womenswear with roots in Danish design culture. We worked with them to design a full brand and ecommerce site that felt every bit as unconventional as the brand itself.
HAN Kjøbenhavn wanted to strengthen its digital presence with a website that could further build their brand and help them grow the business - a site that could work as a solid brand platform in the ever-changing world of fashion, where new collections change the game at least twice a year. Therefore, the site had to be a natural extension of the HAN brand but still focus on current products and communication.
HAN has always worked on gut feelings and has tried to tell stories with their collections. These stories come from the roots of HAN and their Creative Director Jannik Wikkelsø Davidsen in 2650 suburban Copenhagen. HAN Kjøbenhavn always starts from that perspective, so our design approach developed from there as well. The aim was to build an aesthetic that would be different from the rest. In line with the brand, it should be contemporary, but with a cold grounded energy that is part of life in the outskirts of a big city. HAN Kjøbenhavn transcends age and generations with their persevere usage of models in all ages - Steen being the most iconic. The design needed to do that as well.
In the world of corporate and e-commerce sites, we crafted a website that acts not only as a strong and personal voice, but as a frictionless buying experience as well. Our main design task was to create a framework that was both original and could fit the ever-changing lineup of Han Kjøbenhavn’s SS/FW collections.
To do that, we sought inspiration in 1990’s software such as Excel and MS Paint and designed a system that was built for content but at the same time screamed the opposite of fashion. Excel is the one thing you would imagine being furthest away from the creative volcano that HAN Kjøbenhavn is -but that's what makes it work. From the cells in the background to the blue borders on mouseovers, and from the colors and the drop shadows to the sheets in the bottom of the page - this solution is as HAN Kjøbenhavn as any HAN Kjøbenhavn solution has ever been.
The result is an online platform, presence and design that transcends the ever-changing world of fashion. It has a personality that can live through fashion trends for years. By updating the outdated, HAN Kjøbenhavn now has the ability to digitally build their brand value in the long term, and to sell products worldwide in the short term.
"This solution gives us the ability to build our brand value and still make a daily business. At core, we want to be as differentiated from the fashion norm as possible. I'd rather want to have 10 followers that 100 customers. The website allows to have that approach also", says Jannik Wikkelsø, Creative Designer from HAN Kjøbenhavn.
After launch of the website in late 2018 HAN Kjøbenhavn has seen an increase in online sales. At the same time, the platform was used to present the brand at their very first Parisian fashion week appearance. Something that raised eyebrows globally in the fashion industry.