E-commerce · Fashion · 2026

Annum

Twelve pieces a year. Nothing you'll regret.

  • Brand identity
  • E-commerce
  • Membership systems

The concept

Annum is an anti-fast-fashion membership: for a yearly fee, members receive twelve considered wardrobe pieces — one per month — designed to layer into a single coherent capsule. It fights decision fatigue and overconsumption with restraint, not more choice. Members can swap, skip, or bank credits. Revenue: annual membership, plus a limited archive shop of past pieces.

Who it’s for

Professionals tired of overflowing closets who want to dress well with less thought and less waste.

12/yr
Pieces per member
€1,140
Annual membership
Skip
Flex retention built in

Brand direction

ConsideredAustereEditorialEnduring

Archival concrete. A monochrome, gallery-cold identity shot with hard flash on raw concrete — the aesthetic of a fashion archive, not a boutique. One oxblood accent is the only warmth. An uppercase serif and monospaced captions give it the feel of a lookbook that outlasts trends. Restraint is the entire pitch.

Visual identity

Concrete

#131313

Canvas

Oxblood

#c8503c

Accent

Paper

#ededea

Type

Ash

#6b6b66

Secondary

Display type

Annum

Erode — refined serif, set uppercase and wide

Text + system

General Sans + mono captions

Pieces are catalogued like an archive: 'ANNUM · 2026 · PIECE 04' in monospace beneath the serif name.

Voice

A calm editor: fewer words, no hype, quietly confident that less is the luxury.

REF · Archival fashion minimalism — concrete grey, hard flash, monospaced captions; COS × SSENSE editorial.

Homepage & product interface

Screen 01 · The year's capsule
The year's capsule. The product is a year, not a catalogue: twelve pieces revealed monthly, designed to work only as a set.

Checkout flow

Screen 02 · Membership checkout
Membership checkout. Joining is committing to a year — the checkout frames it as a plan and a philosophy, not a transaction.

Marketing angle

Sell the relief of less: Annum markets against the anxiety of a full closet and constant micro-decisions. The value proposition is fewer, better, decided-for-you.

The campaign

"The Last Wardrobe You'll Overthink" — a restrained campaign of archive-style photography and member essays about buying less. A 'closet audit' lead magnet (upload what you own, see the gaps) drives sign-ups; each month's piece reveal doubles as content.

Instagram/Pinterest archive editorialMembers' essays & newsletterCloset-audit lead magnetSustainability & slow-fashion press

Headline directions

“Twelve pieces a year. That's the whole idea.”

“Own less. Decide once. Dress better.”

“The opposite of a sale.”

What Limited Labs built

  • 01Membership commerce model (annual, monthly drops, skip/swap/bank)
  • 02Archival monochrome brand identity and lookbook system
  • 03Year-as-product storefront with capsule reveal cadence
  • 04Fit-profile onboarding and membership checkout
  • 05'Closet audit' lead magnet and slow-fashion campaign

Service demonstrated

Software

E-commerce + membership systems — a subscription commerce model whose brand and UX are built around restraint and retention rather than catalogue browsing.

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Work 16 of 25

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