Netherlands Winkelstraat.nl rebrands as live feed of luxury fashion

The new brand identity is inspired by the idea that Winkelstraat.nl sells the things that are worth owning in an age where fashion trends have been accelerated by social media and redefined in virtual worlds. The ‘live feed’ brand aesthetic places Winkelstraat.nl at the cutting edge of new luxury style culture offering a constant drip of the best products. The identity is inspired by platforms like Reddit or Twitter, digital feeds where there is a sense of timeliness and constant renewal, the company said in a statement.

With more than 300+ unique boutiques affiliated with the online platform, spread across the Netherlands and Western Europe, Winkelstraat.nl’s rebrand comes as the business experiences explosive growth with younger Gen Z consumers. 

“We are creating an essential role for Winkelstraat.nl in the lives of our audience, who are redefining the luxury space. Thanks to the partnership with We Are Pi, the new brand platform taps into the core strengths of our business whilst making it more playful and experimental. By remixing street style and high fashion, the new branding is spot on in showcasing that we are the go-to luxury marketplace for youth,” Joost van der Veer, CEO and founder of Winkelstraat.nl said in a statement.

“Fashion can seem disposable but Winkelstraat.nl sells the luxury products that are worth owning. The new identity uses a live feed to play with the contrast between the permanent and impermanent forms of ownership in today’s online / offline world,” Alex Bennett-Grant, CEO and founder at We Are Pi said.

“The identity captures a ‘live’ feeling. The pixel logo blinks on and off, products move like feeds, everything is time stamped, and the pages deteriorate over time. The aesthetic is fashionably understated. It’s predominantly black and white, with accents of pure RGB colours to stay true to our digital inspiration. The classic Helvetica is paired with a complimentary bitmap font, a play on timeless luxury in a rapidly changing digital landscape,” Seth Josephs, design director at We Are Pi said.

Fibre2Fashion News Desk (GK)