Toteme and By Association Only have been working together on a strategically-led retainer since November 2023.

The brand originally commissioned the agency to complete the build of its site, before continuing our relationship via the ongoing retainer the brand has in place today.

Toteme recently celebrated its tenth anniversary, which was written about as an in-depth feature in The Financial Times.

This case study explores how Toteme prepared its site for exposure and traffic during its tenth-anniversary celebrations.

The agency aimed to build a storefront that best reflects the brand whilst preparing it for the extra traffic that would come with PR around its 10th year in business.

One way in which we supported Toteme in maximising its site’s potential was by redesigning its product listing page.

We created a minimalist aesthetic that’s in keeping with the brand, incorporated video blocks to bring dynamism to the page, and gave the user control to browse the product range in either grid format with packshots or more editorially-inspired lifestyle images.

Depict AI was also implemented on the product listings page to aid merchandising efforts.

Swedish fashion brand Toteme was founded in 2014 by Elin Kling and Karl Lindman.

From their studio in Stockholm they create collections spanning ready-to-wear, shoes, bags, accessories and jewellery.

With an appreciation for women’s many roles and how pieces are worn in practice, the label creates emblematic designs with an emphasis on materiality and shape.