Washington Dee-Cee

Washington Dee-Cee is a historic brand born in Nashville, Tennessee, that has embodied the American Dream through the charm and solidity of American workwear since 1922. Originally known for its technical clothing, the brand has become a symbol of heritage fashion over the years, inspired by ranches and rodeos. Its manifesto speaks of authenticity, freedom and provocation, combining know-how with the search for the highest quality materials. With a strong identity, Washington Dee Cee appeals to those who live fashion with the intention of creating a style that tells a story of resilience and self-exploration, daring and escaping the ordinary.

web design

For Washington Dee-Cee, AEFFE Lab developed a design that goes outside the box, with an aesthetic that combines tradition and modernity, maintaining the authenticity of the brand while giving it a contemporary and innovative look. The site’s layout is clean and intuitive, with a young, modern image enhanced by a slight tech-vintage touch. On the home-page, the logo stands out in the center during scrolling, reinforcing brand awareness.

The catalog page is highly innovative, offering the user a choice of 3 display modes: FULL where products are shown through a three-dimensional carousel that highlights the featured product and browses through a horizontal scroll bar, GRID takes advantage of the width of the screen for an immersive presentation of products, and LIST offers a tabular view of items, in the form of a list, and allows easy comparison of item characteristics.

Among the main new features is also the layout of the product page, where high-resolution, full-width images offer a remarkable visual impact. This layout offers smooth and engaging navigation, which facilitates the search for garments and ensures a complete and diverse view of the catalog, entertaining the user while browsing through unusual graphic solutions and unexpected interactions.

web design

e-commerce B2C

Washington Dee-Cee’s new website is not only aesthetically refreshed, but also offers advanced features to enhance the shopping experience. The customer journey has been carefully designed, from product selection to checkout, to ensure an intuitive and fast purchase flow. Each stage of the purchase path has been optimized with a mobile-first approach to gradually accompany the user toward conversion. To meet the diverse needs of customers, the shopping cart is equipped with numerous payment methods, making online shopping even more flexible and accessible.

Washington Dee-Cee’s new website, created by AEFFE Lab, represents a perfect balance between design and functionality, reflecting the brand’s values and offering a modern and satisfying customer experience. This project not only enriches the brand’s digital presence, but also reinforces its image of modernity and authenticity.