Inventive & Co stitches together Paul Smith Jeans website

The consultancy was appointed to the work directly in December 2009. Inventive & Co partner Ben Stopher says it was approached by Paul Smith after working on the Pop-in Paper for the London fashion shop B Store.

Inventive & Co was briefed to create a site that would help Paul Smith connect with a younger demographic, while engineering a clear distinction between Paul Smith Jeans and other established collections, while aligning it to the Paul Smith brand.

The consultancy developed a site which uses information feeds from Twitter, Flickr and other sources, allowing the brand to connect with consumers, and enabling Paul Smith to keep the site up to date.

Inventive & Co partner Matthew Galvin says, ‘On a visual level this led to interesting and unexpected juxtapositions; an incongruity that naturally helped us create an alignment with a younger audience and a distinction between this collection and, to some extent, the more ordered sensibilities of the broader Paul Smith brand.’

The new site is expected to go live today.