Disrupting the ecomm model
Art/DESIGN DIRECTION
GRAPHIC illustration
EDITORIAL CONTENT
EXPLORE, EXPERIMENT, EXECUTE PRODUCT
How can we create play and experimentation with all the conventions and limitations of the DTC E-commerce model? Outlier Experiments is a ship-the-idea experiment dropping brand new products with new fabrics, new processes and new forms— every single week. It operated with the leanness of a bright-eyed start up but with the same high quality materials and execution customers had come to expect from Outlier. We designed, developed and shipped over 200 experiments; it blazed a creative revolution within the Outlier team and client world.
EXPERIMENT 014 - HIGH TENACITY NEOSHELL TRENCH
LEAD IMAGE, SIZING ILLUSTRATION, DETAILS/CALLOUTS
Photos by Emiliano Granado
SELECTED EXPERIMENTAL FABRIC LOGOS
DESIGNING A FABRIC LAB
Fabric innovation was a core exploration of Outlier Experiments. New fabrics, current fabric iteration and fabric dyeing and coloring techniques were researched within the experimental product model. All releases were limited in nature and exclusively promoted on Outlier's subreddit and social media. These limited, often sold-out releases gave the core customer base a chance to relay personal feedback while having the special experience of owning experimental fabrics and products.
SELECTED EXPERIMENTAL FABRICS:
NAME, WEIGHT, COUNTRY OF ORIGIN, COMPOSITION
SELECTED EMAIL CAMPAIGNS FEATURING EXPERIMENTAL PRODUCTS
Photos by Emiliano Granado, Luis Alberto Rodriguez
EDITORIAL AND FASHION INNOVATION MEET
Customers crave a constant stream of new relevance and fresh content. Designing and developing Outlier Experiments served as a catalyst to expanding the core line and breathed life to a platform that explored both photography and clothing silhouettes. These products rocked our newsletter campaigns and social feeds with newness, anticipation and excitement, thereby successfully and consistently inspiring and satisfying Outlier's customer base for newness.
Photos by Emiliano Granado