The iconic Wu-Tang Clan has been a household name for nearly 3 decades, and they've been licensing out their branding to labels, manufacturers, and lifestyle brands the last few years, but in 2021 decided to take back creative control. The first step was to create a new centralized full-service site and e-commerce experience that they had full ownership and control over.
Crooked Youth was tapped to execute the art direction and build of the site while they engaged a private label manufacturer to develop a limited edition line of custom jackets.
The objective of this build was to draw inspiration from the deep history of Wu-Tang clan and develop type treatments, photo treatments, and graphic styles to blend a 90s vibe nodding at their beginning, with a clean, modern e-commerce experience to provide fans with a seamless journey from exploring Wu-Tang content, collabs, and merch to upcoming tour dates.
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