Oblique Works

Oblique Works is an invented design house selling two things that have no business sharing a shop — clothing and computing hardware — and making them feel like one range. It is the most brand-led site in the set: typography and tone do the heavy lifting, the product index is stripped to essentials, and a stated set of principles replaces the usual about page. If your differentiator is taste and point of view rather than specification, this shows how far design alone can carry a proposition.