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Crooked Tongues

Crooked Tongues was the second project I co-founded whilst working at U-DOX (formerly Unorthodox Styles: a London-based creative agency that I set up with Russ Williamson and Chris Law in 1999).

Crooked Tongues was one of the first websites to focus 100% on trainers – or ‘sneakers’ to those outside the UK – and quickly developed from a small in-house project to become one of the largest and most-successful trainer websites in the world. It is now owned by the ASOS brand.

The original incarnation of Crooked Tongues was a small section on our first in-house project, Spinemagazine: one of the first websites dedicated to hip-hop culture. As the popularity grew, it was a logical decision to give Crooked Tongues its own website. The name ‘Crooked Tongues’ references the Nike Air Max Plus model, where the tongues of the shoes would always move slightly to the side.

Over the years, I worked on every aspect of the website, from editorial work and web design through to product buying and devising marketing strategies. As an independent entity, we were able to work with a number of different brands such as Nike, adidas, Puma and New Balance to help them promote their products through editorial features and interviews.

Crooked Tongues became one of the first UK brands to design and release collaborative footwear projects, starting with our friends at New Balance in 2004. The other original members of the Crooked Tongues team were Russ Williamson, Chris Law, Steve Bryden, Kev Freel, Charlie Morgan – and Gary Warnett, who still maintains the editorial content on the site today.

Client website: www.crookedtongues.com

Crooked Tongues: website
Crooked Tongues: website

Crooked Tongues: development from Spinemagazine section to standalone website
Crooked Tongues: development from Spinemagazine section to standalone website.

Crooked Tongues: website editorial design
Crooked Tongues: website editorial design

Crooked Tongues: event flyers
Crooked Tongues: event flyers

Crooked Tongues: New Balance collaboration models (2004)
Crooked Tongues: New Balance collaboration models (2004)

Crooked Tongues: visual timeline montages for Thailand event
Crooked Tongues: visual timeline montages for Thailand event
Crooked Tongues: visual timeline montages for Thailand event
Crooked Tongues: visual timeline montages for Thailand event

Crooked Tongues: Foot Locker trend report 2002
Crooked Tongues: Foot Locker trend report 2002