Hush are recognised as the UK's leading nightwear and loungewear brand. To coincide with their 10th anniversary, Hush briefed Aloof to radically redesign their online and offline communications.

Our primary objective was to expand the customer perception of Hush, from niche nightwear and loungewear, to a more urban, cool but accessible brand with genuine fashion credentials.

Working with founders, Mandy Watkins and Rupert Youngman, our remit was broad. Offline, this included completely redefining how seasonal campaigns are styled and shot, and the design of seasonal catalogues, lookbooks and magazine inserts. Online, we designed a mobile responsive e-commerce website, supported by e-marketing for customer service, acquisition and retention.

This work has resulted in a sustained increase in sales, a record success with new customer acquisition, consolidating nearly a decade of working with Hush.

We have really enjoyed working with Aloof over many years because they instinctively 'get' what we are trying to do but also challenge us to do it better.

Rupert Youngman
Director, Hush

Hush — Identity

Hush — Web

Hush — E-Marketing

Hush — Art Direction