About Blank | Jai Sandhu Studio

London-based streetwear label About Blank combine sartorial elegance with a commitment to using quality materials. Named after the address of empty browser window, the brand has a lifelong fascination with minimalism and Internet culture.
A rich system created around their drop-based collections builds anticipation at each stage. Fittingly, for a shopping experience conducted at pace due to limited product availability, practical features such as a quick buy option showing useful model sizing create a seamless experience.
The website is designed to adapt to each step of the highly anticipated monthly drop. The stage is set first during several days of fleeting social posts. Then, moving to a dedicated blog post, the vision for the new collection is teased. Just as the hype peaks, the website goes dark: all access is restricted 48 hours before the drop.
Tension is slowly liberated, in an intentional release first to private patrons in the hours before the launch, to the email subscribers only an hour before general release. Each experience is carefully considered, tracing the journey across platforms, designing with time itself so urgency is heightened to enjoyable levels.
With the scarcity of new collections often being sold out the website needed to find ways to always promote the core collection.
Opportunities were found for different products within the core collection, for example t-shirts in the mobile menu, dedicated product listing page filters as well as cross-selling in the product page and bag.