Nudie uses video game interface to sell jeans to young men

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Client: Nudie Jeans Co.
Creative Agency: Kokokaka

Jeans are a hot market, and Nudie Jeans had to find a way to market its jeans to a male audience in a way that would be easy enough to navigate but would also keep their attention.

The young male demographic is the obvious target on the site, which has designed the interface to look like a video game with a large selection of music that can be controlled by the user.

The different sections of the site include "This is Nudie," a short introduction to the new brand, videos, a gallery of jeans, fit guide, collection, Q&A and listing of stores. The Flash design of the site allows it to be incredibly interactive, and you can't scroll over an object without it reacting and giving you more information about each style of jeans.

Overall, the site does a great job of allowing the user to interact with the jeans and learn more about the product.
-- Krisserin Canary, associate editor, iMedia Communications

Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.

I thought they nailed this with a simple execution that is product-forward and features the sound on/off that makes a great statement about what they have and who they are.

This was a great balance of interactive playfulness, creativity and brand expression. Click on a guy, see the jeans, spin 'em, read a short, tight write-up, and you get an idea if you want 'em.

The videos had great attitude and were a lot of fun to watch. I even learned a few things. For instance, I now know that I have been washing my jeans incorrectly my whole life. The gallery was also a kick. I now know more jean-wear terminology and have aspirational "wear goals" for my jeans.

(click to view)Fast, fun, a little bit to explore, excellent music beds, this feels spot-on for the brand, and my guess is it will help put them on some shopping lists.
-- Glen Sheehan, group creative director, T3

Jeans are one of the staples in everyone's wardrobe and are as different as those who wear them. Clothing company websites rarely capture the essence of the apparel they are selling. It is, of course, hard to image exactly what the clothes will look like once they grace a human's body. Nudie Jeans Co. seems to get down to "the naked truth about jeans" by successfully showing users what their products look like in real life, and what they look like on real people.

(click to view)In order to feel comfortable in your jeans, you need to fully understand the fit. Nudie's Fit Guide Page doesn't display flat, lifeless jeans or mannequins. It displays real people wearing the jeans, and users can click and rotate to get a view of how they actually fit. Upon clicking, the models shuffle by themselves to their next position, which seems to give the site a life of its own.

One negative aspect of the site is the size of those "real" people. Because they are so small, it's hard to get an overall view of how the jeans will look until you zoom in on the product. The zoom feature is meant to help but it takes some time to load. And the fantastically helpful videos seem to cause some slowness with the browser, even causing it to crash upon closing the video page. 

All in all, Nudie sends the user off with a great deal of information. Users will now know the exact process that their jeans go through before they choose them out of a sea of denim in the store, and they will even know the proper care to give to their newfound jeans. 
-- Daniel Zinzow, user experience architect, Ripple Effects Interactive