Smartcasual.com Taps Doublespace for Branding, Strategy

Smartcasual.com, a start-up men’s clothing e-tailer, on Wednesday chose Doublespace to help it create its brand strategy and identity, as well as the user interface for its Web site.

Doublespace, a 21-year-old agency that has recently shifted its focus to the Internet, is also incubating the fledgling online retailer. Although the companies aren’t revealing financial details, they say this relationship makes the agency smartcasual.com’s largest institutional investor.

Doublespace is helping smartcasual.com target Generation X, positioning the site as the “hip place for men to shop online for casual clothes for work.”

“Doublespace’s brand experience was perfectly suited to build smartcasual.com’s digital business,” said Jesse Stein, smartcasual.com’s vice president of marketing. “We wanted to design incentives, so Doublespace would feel it had a real stake in the company,” said Jesse Stein, smartcasual.com’s vice president of marketing.

Doublespace is helping smartcasual.com target Generation X, positioning the site as the “hip place for men to shop online for casual clothes for work.”

“Doublespace’s brand experience was perfectly suited to build smartcasual.com’s digital business,” said Stein.

The site is expected to launch next week.