An antidote to boring e-commerce

Visit the website of the clothing retailer Entireworld, and you might think your browser is broken. A patchwork of square images hovers in space over a mostly white background. Pictures scroll on top of a sparse navigation pane set awkwardly to the side. New-age music reminiscent of whale songs plays in the background.

It’s disconcerting, a little weird, and entirely intentional. The look is an example of “brutalist design,” a descendant of a post-war architectural style that emphasizes raw materials, geometric shapes, and a bare-bones color palette. It’s part of a trend to shake up web marketing that just might be the rejuvenation of conventional retailing.

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