From flares to boot cuts, dark washes to patches, it can be overwhelming to try and pick the perfect denim pants. In order to simplify the selection process, especially for those who are shopping online, G-Star Raw created a unique tool for its customers.
The 'Jeans Matchmaker' takes a few cues from the simple interface of Tinder, adopting one "X" button, a heart-shaped icon and a menu where matches can be reviewed. The images in the perfect denim matchmaker are quite abstract, featuring macro photography, black and white lifestyle photos, as well as some abstract shots of animal bones in jeans. Once a single match has been selected, a user will be notified. However, it's also possible to keep going through the images for a greater variety of choice.
In the style of Tinder, this genius marketing tool forces users to quickly identify features that they are drawn to.