to improve extreme conditions for homeless people in winter, the expertise of the homeless in extreme outdoor situations is utilized. this results in a non-profit online shop under the brand urban outdoor aid (uoa), which helps them on an equal footing without pitying them. the implementation includes a website that goes beyond an online shop and allows the target audience to learn about and interact with homeless people to raise awareness. the communication relies on key visuals that connect the urban world with nature and stand out from classic fashion labels by using graphic elements from the logo and a bold, imperfect typography.