I work to make Threadless more useful and usable for community and commerce and am a relentless advocate the Threadless mission: Inspiring Awesomeness.
There are a few strategies we employ when it comes to the design of our website and any new feature we build. First, we want anyone who comes to our site to understand what we’re all about. Our use of copywriting and photography build the brand personality we want to convey. Also, we feel it’s important to visually get out of the way of the incredible designs that are submitted and sold on our site. Our site’s UI is intentionally minimal. The interface is monochromatic. We use black, white, and gray for the site structure, then cyan and magenta for the interactive components (buttons, links, etc). Our brand typography is made up of two typefaces, Helvetica and Futura. Each are distinct, yet, simple and geometric. Overall we think of our site as being an elegant frame of a beautiful painting. Our job is to hold the work but to not overshadow it.