Project Type

Print Collateral Web Design

Web Development

Jed is an eclectic women’s lifestyle brand founded in 2015 by partners Jed Krascella and Ashley Leeds. Sweatersmithing is the core of their brand, focusing on their passion for cashmere, but the collection has expanded to include silks, cotton/cashmere blends, camelhair, kid mohair, shirting as well as accessories, jewelry and home. Each element of the brand is deeply considered and carefully crafted, down to the placement of the smallest letter.

The garment labeling system was inspired by typographic imperfections found in vintage cashmere scarf labels and in 1950’s Lord & Taylor ads. The website balances Jed's desire for excess with a fresh and modern shopping experience in which the product is the focus.