1. Mediaite
  2. Gossip Cop
  3. Geekosystem
  4. Styleite
  5. SportsGrid
  6. The Mary Sue
  7. The Jane Dough
  8. The Braiser

Why Did Urban Outfitters Redesign Its Website?

by Justin Fenner | 11:59 am, November 9th, 2010

For some reason, Urban Outfitters thought that it would be a good idea emulate the whole Gap logo redesign escapade and gave its normally sleek online store some visual updates. Except they didn’t just change their logo font the way we’ve seen them do from time to time. They took a great website and gave it some serious, Real Housewives of Beverly Hills-style plastic surgery. And the result just looks really bad.

The logo, now orange, looks like an 8 year old spent a little too much time bending text with the Word Art tool. The links that divide the store into sections are skinnier brown versions of what used to be easily readable black type. In the words of intrepid Styleite staffer Julia Rubin, “They’re squishing and stretching text with reckless abandon!”

But that’s not all they’re doing. Urban Outfitters built its brand by constantly offering its customers something new and different, and that’s a big part of the reason we love it so much. Before now, all the new stuff was, at least, aesthetically pleasing, and because of that we really couldn’t complain.

Now, though, the store has invoked its customers’ ire and confusion. On Twitter, @jjsk5th said, “I think Urban Outfitters needs a stern talking to re: their new website design. @wordy_girl said “I’m late to this but is the new Urban Outfitters website a weird joke?”

We suspect this janky-looking redesign was an attempt to look playfully, perhaps even ironically homemade, but if you ask us, they failed.

What do you think?



  • http://travelswithtas.tumblr.com Tas

    this is nasty. seriously. I sent it to my design prof.

  • nls

    Okay, phew. I’ve been thinking this for weeks, but because I’m merely a design enthusiast & have no real education to speak of, I thought I was missing something. Maybe UO was referencing some seminal website all the cool kids knew about except me. Turns out I’m not the only one who thinks there’s such a thing as TOO ironic!

  • jaacqueline

    Honestly, the new site looks as if it’s a scam. Why? It’s POORLY done and it doesn’t scream the unique “UO” look on their website.

    Last time I checked, 8 year olds and children don’t shop at Urban Outfitters. There are more adult appropriate things sold there, so I can’t imagine why they would EVER think to change their web layout to that ridiculous, plain, boring, orange font.

  • Yraniums

    obviously they are trying to pull off the “not knowing shit about design is hip” motif. the design is utter garbage and they need to fire whoever collaborated on this disaster.

Abrams Media Network click here for advertising opportunities

© 2012 Styleite, LLC | About Us | Advertise | Newsletter | Jobs | Privacy | User Agreement | Disclaimer | Terms of Service | Archives | Power Grid FAQ | Style Sheets FAQ | RSS RSS
Dan Abrams, Founder | Power Grid by Sound Strategies | Hosting by Datagram