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Visual identity · Website · Communication

Tråd

A slow fashion clothing brand built around one T-shirt, made properly. I created the visual identity, the website and the communication around the first drop.

Client

Tråd

Role

Designer — identity, web & communication

Scope

Visual identity, website, social media, photography direction

Year

2026

My role & contributions

One idea carried through every touchpoint: the slow fashion standard — buy less, wear longer.

  1. Visual identity
  2. Website
  3. Communication

01 — Visual identity

A stamped seal, not a logo.

The monogram stacks T·R·A·D around a quiet stone disc. Colour is pulled from the fabric and the wall — five dyed piqué tones and four neutrals. Courier Prime carries the headlines, labels and spec sheets; Hanken Grotesk handles body text and UI.

Tråd brand board: the primary mark and wordmark with “The slow fashion standard”, the monogram on petrol, ink, paper and ash; the colour palette — Petrol, Ash, Truffle, Pistachio, Ecru, Chalk, Paper, Stone and Ink; Courier Prime and Hanken Grotesk type; and photography — hard sun, plain walls, close cloth

02 — Website

One T-shirt, sold properly.

The homepage leads with the garment and its details — collar, sleeve, knit — then the five colours. Because every shirt is cut to order, the order flow starts with fit: two measurements from a T-shirt you already own, turned into a size suggestion before anything else.

Tråd homepage: “The Slow Fashion Standard” hero with Shop Drop 01, close-ups of the collar, sleeve and knit, the five colours with pre-order links, the brand statement and a newsletter sign-up
Homepage
Order flow, step 1 of 4 — “Two numbers. One tape.”: measure chest and length on a T-shirt you own, get a size suggestion, with an order summary for The First T-shirt in Petrol at €65
Order flow — step 01, Measure

03 — Communication

Hard sun, plain walls, close cloth.

Natural daylight, real streets, no studio gloss. Every wide shot is paired with a macro of the knit — the fabric is the product story. The launch posts and stories reuse the same type, colour and seal, so each one reads as Tråd at a glance.

Instagram post: “The Slow Fashion Standard” over a woman in the petrol T-shirt against a white wall, with a “Drop 01 — Out now” label
Instagram post: macro of the petrol collar — “01 / 03 — Collar. Dense rib. Set flat. Stays that way.”
Instagram post: the white monogram on petrol with the line “Buy less. Wear longer.”
Instagram post: “Five colours. That’s it.” — two people in the petrol and ash T-shirts above the five colour swatches
Instagram post: close-up of the sleeve hem beside a spec panel — No. 001 The First T-shirt: cotton piqué, ribbed crew, boxy unisex, small batch
Instagram story: a man in the ash T-shirt on a sunny street — “Drop 01. The first T-shirt is here. Shop — link in bio”