Outdoor Voices's inclusive and honest approach to their product sets them apart from makers like Nike, Lululemon, and other highly competitive outfitters. Their website speaks that same language. It's unfussy, clean, and friendly. E-commerce is soured by pop-up, poorly curated items, and inconsistent color stories. The perks of selling direct-to-customer clothing is being able to control color. I think I'd like to use this color blue in our final project. I'm seeing it in a lot of my favorite sites, and it's really a mark of simple, beautiful, and clear webdesign.