I really like the hats - a lot - especially 'Aunti Jilly' and I would be interested in buying them and would stretch to 30 quid for Auntie Jilly but wouldn't pay that for a simple skull cap.
I think the girls tees shots are quite dark and a bit odd, I dont really get the apeal of girls looking unwashed jumping in the air or lolling against walls as that's not my idea of extreme sports, more 'the day after the night before' - but that's just me and i am really very square. My take on extreme sports is burn all your energy doing silly stuff like surf, snowboard, walk mountains during the day, then get nice and snuggly and warm in my nice snuggle clothes and then stuff my face with food and then conk out. So I would have shots of girls with giant pies lying in bed in their hoodies - the perfect combo! ha ha.
It seems that this brand is more 'urban' than i would normally go for and I am not struck particularly with the idea that the company is all that involved with the sports it says it does section. I am guessing that is a part of the site under development. I think that this 'sports we do' section may be more interesting if it could talk about where competitions take place and where you can see the brand sponsoring these sports and include catchy photos and quotes. Also, you can tell its written by a man or a lesbian - with the 'pulling' quip in the snowboarding section. A bit daft to write that if you are trying to attract people who are genuine about being an extreme mentalist, who are 'ethical' and 'fair', more than likely to be through the pulling stage if spending hundreds on jeans and if the brand isn't supposed to be cheesy.
I like the idea of blogs etc from sponsored athletes although there is a typo on 'blogs' in this section - just to be picky
BUT I like the graphics and the ethical idea, similar to Howies www.howies.co.uk, maybe if it was cheaper than Howies it would turn my head more...
Overall, I would be interested in buying the hoodies and tees and hats (not a jewellery girl though) but I am not too drawn by the way the tees and hoodies are presented on the site. I never buy jeans really unless I can try them on as im a short arse with lots of curvy bits andbranded stuff is always too long or doesn't accomodate for good ol' traditional yet unfashionable pear shaped hips!
I found the brand interesting but stopped reading the blurbs for the clothes and in other parts as I found it all a bit wordy for a website. I have seen a few companies and organisations presenting themselves as a team of nice people and I like this one the most as its so simple, with a very clear identity
http://www.newdevonarmy.co.uk/index.php. They are becoming quite a culty sort of thing in devon and I spot their 'nda' cows all over, even when i was zipping past a snowboarder in france this year with one stuck to his board.
I hope you don't think im being negative, I think actually I am just demonstrating my own weaknesses as a human being in this feedback - skinflint, skim reader, lazy, never pays attention to detail, short attention span. But isn't that a typical style for an extreme sports enthusiastic, in education they call this style of learning or operating 'Kinaesthetic'.