Ethical footwear brand Alice + Whittles has developed a new Web site that incorporates illustration, motion and interactive components.

The company’s updated site coincides with the brand’s expansion of its rubber footwear category for fall and winter 2015.

Alice + Whittles founders Nicholas Horekens and Sofi Khwaja worked with graphic designer Matt Delbridge and his long-time collaborators Greg Privett and Ryan Dunlap to create an interactive site that uses multiple art forms. The components include music, patterns, video and other art forms developed by a several international artists.

According to Horekens, the mission for the site was to “deconstruct both the design and process of how fashion items are crafted.” The company worked with different artisans from illustrations from Brittany Keats Cerullo and Iain Burke to photographer Elana Staroselsky and 3D artist and motion designer JR Schmidt. Other designers include Helen Ip and Jeff Hunt. In addition to showcasing the artistry of the designers, the site also helps the participants expand their digital presence.

Founded in 2013 and based in Toronto and Geneva, Switzerland, the Alice + Whittles brand is part of two trends in fashion that incorporate art and, separately, transparency in the manufacturing process. The startup is privately funded.

Footwear e-tail startup Bucketfeet specializes in combining the authenticity of selected artwork and the design of its footwear. The e-tailer has begun opening brick-and-mortar stores in the form of freestanding and pop-up sites based on a studio concept that is part showroom and part retail space. Each month, the brand incorporates the designs of a different artist into its footwear collections and the original works of the selected artist is also highlighted as part of the décor on a studio’s walls to help foster the connection between consumer and artist.

Fashion brand Zady, co-founded by Maxine Bédat and Soraya Darabi, are at the forefront of the sustainability movement that incorporates supply chain transparency.

The company is pushing for environmental responsibility, as well as the ethical and economic factors encountered in every step of production, from the farm to the finished factory.


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