The Russian brand Red Flag makes clothes for those who rely on their own taste, ignoring trends. The Red Flag store is a real protest against traditional e-commerce with its neat product cards, polite invitations, and strict typefaces. The website, designed in the studio, just like the brand itself, does not try to please everyone at once.
The brand’s audience is used to doing literally everything with a smartphone in hand. Therefore, the pages are laid out according to the “mobile first” principle: the natural boundary of the content is the frame of the display.
All visual noise has been removed from the screens. As in a good magazine, the content comes to the forefront. Photos, a couple of words, a button — and nothing superfluous. The design does not argue with the brand’s philosophy but speaks in its voice.
Website elements shift, overlap, are cropped — and these are not layout glitches but contempt for the sterility of corporate templates.
Red Flag in everything
The desktop version powerfully takes over the screen space, and the brand sounds even louder. With each scroll, the magazine-style layout gains strength, the contrasts become more epic, but the “content comes first” principle remains unshakable.
