Knot Standard

By combining digital tools with highly trained stylists, NYC startup Knot Standard creates stylish bespoke menswear that’s surprisingly affordable for men everywhere. By rebuilding their digital story from content to colors, we helped Knot Standard put their best-dressed foot forward.


Fact & Fiction was asked to overhaul the Knot Standard brand and online experience to create a confident, conversion-driving website that—like the suits themselves—would be cut from a different, more remarkable cloth.

Did you know?

Most other clothing is designed to fit the highest percentage of people possible.

typography and hierarchy

Color palette

When it comes to aggressive brand colors like red, less is more. By pulling back its use across the site and applying it only when indicating action, we elevated the brand image from “pushy” to prideful.


Classically editorial, with an understanding that education creates appreciation. We developed visual treatments, lockups, and textures to present compelling information with a clear, elegant system.


The only thing more important than a great first impression is being able to back it up, so we took care to create a seamless transition between the introduction, education, and purchasing experiences to covert interest into action in one simple flow.

Fact and Fiction is constantly thinking about the way consumers experience our brand, and every project they undertake results in a new standard of customer experience across our industry. That intense user focus is brought to life with outstanding craftsmanship and visual design that not just makes Knot Standard stand out, but also meaningfully improves sales.

Matthew Mueller
Founder & President, Knot Standard


While these bespoke suits offer a legitimate edge in quality and confidence, some men (especially the ones who have never owned custom clothing) still need a little nudge. Enter the Knot Standard blog: a content hub covering everything from style fundamentals like lapel types to insider knowledge like windowpane jacket patterns in the fall, establishing KS as a credible authority with their newfound readers and clients.


With this head-to-brogues rebrand, we were able to help the founders of Knot Standard turn a bespoke passion into one of the fastest-growing private companies in the United States.

• One of the fastest-growing private companies in the United States
• 2016 INC. 5000 - #13 Top Retail Company
• 3-Year growth: 2,849%
• Opened 12 brick and mortar private showrooms
• Named one of NYC’s Top Ten Startups of 2015

Rapid growth is a welcome yet admittedly hectic beast. By working with startups like Knot Standard, we’ve uncovered a simple, successful formula to weather any storm: work hard, take pride, and look great. Repeat until successful.

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