As Italic doesn’t make money on product sales, the customers have to join as a member (and pay the membership fee) before any purchase. The input field to create an account with the email address is prominently placed at the hero banner image that encourages and prompts the user for this primary action.

Instead of having the “Buy Now” or “Add to Cart” button at the Product page, the action “Become a Member” become the primary action.

As the user scrolls down the Product page, there are customer reviews and Instagram photos shared by its buyer. This area is clearly sectioned as the content from the consumers.

Using the font combination of Recoleta for the headers and Graphik for the paragraphs is classy yet modern.

On the Coming Soon page, the users can glimpse on the upcoming products and leave the email for future notification.

The Italic’s way of shopping is obviously different from the traditional retail businesses and even most of the online buying experience. The Why Italic page is telling the story behind this new business model. The tagline “We never buy anything straight from the persons who made it — even online ” should be a precise statement to explain the booming of the Direct-To-Consumer brands in recent years.

The account creation field looks even more prominently in the mobile version (left).