Creating and selling a fashion brand over seas
Nave
How did I develop a brand that communicates the beauty of science and sells on-line?
1k+
More than 1000
handmade clothing sold
3k
Followers on
Instagram
8
Sold in eight
countries
Context
In 2018, my best friend, a physics teacher, approached me with the idea of developing science-themed t-shirts for his classes. A market survey revealed a gap in quality science apparel, and the vision for something larger emerged.
“We sail together trough the cosmic ocean, onboard a tiny spaceship we call Earth”
Speech at UN, 1965.
Concept
Science is humanity’s method of understanding the natural world. Our concept grew from this philosophy: the Earth is our stage, and in the vast universe, it is our spaceship. Thus, we named the brand "Nave," which means spaceship in Portuguese. This name embodies the dual ideas of exploration and our responsibility to the planet.
The fashion industry is the second one that most polutes our rivers, oceans and lands. As we would carry out the planet in our chest, we committed to using only organic cotton and focusing on local production.
Strategy & Research
To solidify our vision, we used tools like the Business Model Canvas to identify key elements necessary to launch the brand, and Service Blueprinting to map the flow of operations and engagement points with stakeholders, from suppliers to customers.
These frameworks helped create a seamless, thoughtful customer experience across all touchpoints.
SET SAIL!
UX writing learnings
Initially, we used aeronautical language to describe our products, which worked well for branding at fairs and in social media but presented challenges for SEO and website usability.
Through usability testing we discovered that terms like "spacesuits" instead of "hoodies" confused some users, and sales were negatively impacted. We adjusted the language on our website to be more accessible while maintaining the brand’s tone — changing buttons like "SET SAIL" to clearer calls-to-action improved navigation and conversion rates.
This experience taught us that while unique language adds flavor to branding, in digital environments, clarity and ease of navigation are paramount. Understanding how users interact with a website allowed us to optimize their experience, balancing brand identity with functionality.
Designing the Collection
Storytelling is central to both our product designs and our communication strategy. Each collection is based on a theme, with the hero's journey guiding the development of both designs and social media narratives. We aim to immerse customers in the world of space exploration, science, and wonder, turning each product into a storytelling vessel.
Hero's
Journey
Boring common life
Nothing makes sense?
The Universe is an ocean and the Earth a little boat
So I am a cosmic crew member, I need to protect my spaceship and enjoy the journey
.Mothership
.Map to Earth
.Sailing Through Stars
.Translation
STORYTELLING
I, ASTRONAUT COLLECTION
Influencers pays off
We contacted some scientific influencers to wear our clothes. First with influencers in our city, then in the country, until achieve international ones like Athena Brensberger from New York, who helped us to reach clients in US and Europe, and chose to use our t-shirt in an interview show with Neil Degrasse Tyson!
Influencer Athena interviewing scientist Degrasse Tyson
Creating value
We spread science and culture knowledge using clothing as a vehicle
Example: Cosmic Latte T-shirt
A team of astronomers from Johns Hopkins University analyzed the images of more than 200,000 galaxies to define the average color of the universe. This color lies between beige and white, and they named it cosmic latte.
We designed a t-shirt combining this scientific knowledge and a traditional glass used in Brazil to drink coffee at morning.
Business Model Canvas
We created a business model canvas to understand what would be necessary to launch the brand.
Service Blueprint
We draw how our business work and what medias and stakeholders we need to deal with.
User experience
One major misstep was producing over a hundred items without first testing them on a variety of body types. The result? T-shirts and hoodies that were too tight, leading to customer dissatisfaction and lost sales.
This was a critical UX design lesson: incorporating user testing early in the product development process is crucial to avoid costly mistakes.
Overcoming challenges
Many doubted whether we could build a sustainable, science-themed brand, but we persisted. Within the first year, Nave was not only recognized as a fashion brand but also as an innovative design project.
Nave at the Brazilian Connection Design event
Expanding Reach
Through organic growth, particularly via Instagram, we gained over 3,000 followers and expanded our customer base internationally, reaching markets sucha as Greece, England, and Japan. The universal appeal of science and sustainability helped us resonate with a global audience.
Instagram posts showing where Nave has arrived
Outputs
Some numbers of Nave:
1k+
More than 1000 handmade clothing sold
8
Products sold
in eight countries
6
Sold in six physical stores
across Brazil
The brand
As we talk about a spaceship (Nave), we use navigation and exploration language:
- Our clothing are SPACE SUITS
- Our clients are CREW MEMBERS
Learnings &
UX Takeaways
Building Nave required careful orchestration of multiple stakeholders, from suppliers to customers. It was an exercise in empathy, listening to the needs of each part of the chain, and delivering more than a product —a relationship. This collaborative process honed my ability to create strategic design solutions, innovate, solve production and logistics challenges, and, above all, understand people.
By incorporating UX design principles into every aspect of the brand — from storytelling to product development to digital design —Nave was able to craft a rich and engaging customer experience. These processes allowed us to deeply understand our audience’s needs, ensuring that every interaction, whether online or in-person, reinforced the brand’s core message. As a result, customers were not just purchasing a product; they were embarking on a journey, feeling connected to the brand and its mission at every touchpoint.
Nothing exists beyond atoms and empty space, everything else is opinion.
Democritus
400BC
Customer experience
Our focus on user experience extends beyond digital platforms into physical touchpoints. When customers receive their packages, they are greeted with a bookmark with our slogan, “Enjoy the journey,” and a handwritten message designed to inspire curiosity about the cosmos.
These details create a memorable unboxing experience that goes beyond the product itself.