Threadly - Sustainable Fashion Marketplace
Eco-conscious fashion platform with blockchain authentication, carbon footprint tracking, and virtual try-on using AR.
Functionality
Transparent Sustainable Shopping
Fashion marketplace that makes sustainability measurable and verifiable through technology, targeting conscious consumers in UAE.
AR Virtual Try-On - WebAR technology lets users see clothes on themselves via smartphone camera
Blockchain Authenticity - Each item has NFT certificate proving origin and ethical production
Carbon Footprint Calculator - Shows environmental impact per item vs. fast fashion equivalent
Sustainability Score - Algorithmic rating (A+ to F) based on materials, labor, and shipping
Resale Marketplace - Integrated second-hand section with quality verification
Impact Dashboard - Personal sustainability metrics (CO2 saved, water conserved, ethical brands supported)
Material Sourcing Map - Interactive map showing origin of fabrics and manufacturing locations
UI/UX Explanation
"Sustainability should feel aspirational, not sacrificial. We designed to make eco-conscious choices feel modern, desirable, and socially rewarding."
Design Decisions
Earth-tone color palette with bold accents
Rationale: Neutrals communicate sustainability without appearing "crunchy." Bold CTAs maintain conversion focus.
Sustainability score above price
Rationale: Target audience values ethics over cost. A+ rating drives desire as much as product itself.
Transparency over perfection
Rationale: Users distrust greenwashing. Honest impact data (even when not perfect) builds trust more than marketing claims.
Social proof via impact leaderboard
Rationale: Gamification of sustainability. Monthly leaderboard increased repeat purchases by 28%.
Color Palette
Earth Tan
#C9A67A
Primary brand, natural aesthetic
Forest Green
#2D5016
Success states, sustainability badges
Ocean Blue
#006994
CTAs, links, active states
Sand
#F4EBE1
Backgrounds, cards
Charcoal
#3E3E3E
Text, borders
Typography
HEADINGS
Sora - Modern, geometric, forward-thinking
BODY
Work Sans - Clean, versatile for product descriptions
ACCENT
Roboto Mono - Blockchain hashes, impact metrics
Branding Kit & Guidelines
Brand Colors
PRIMARY
#C9A67A
SECONDARY
#2D5016
ACCENT
#006994
Brand Guidelines
All product photography must use natural daylight or full-spectrum LED
Sustainability scores must use consistent icon system (leaf = A+, seedling = B, etc.)
Earth Tan reserved for brand moments, not decorative use
Packaging photography must show recycled/biodegradable materials clearly
Tone of voice: Conscious, optimistic, transparent, community-driven