Dohtakkeh is more than just a fashion brand, it’s a bold statement club. However, their previous website failed to capture this raw, eclectic, and unapologetic spirit. The UI lacked engagement, navigation was clunky, and the overall experience didn’t align with Dohtakkeh’s candid and rebellious philosophy.

To fix this, my team and I conducted deep user research, defining personas to craft an experience that fused high-energy streetwear culture with digital aesthetics. We designed a funky, street-style UI infused with pop colors, mixed-language elements (e.g., "Instagram" became "Instaग्राम"), sticker-like graphics, ticket stubs, and grunge-inspired visuals all reflecting Dohtakkeh’s fearless identity.

The result? A visually striking, high-engagement website that feels like an extension of the brand turning every visitor into a member of the exclusive statement club.