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My friend Carl told me about howies a while ago, but I only recently had a look back. They're a clothing and accessories company that aims at providing products with materials and construction that are meant to last and can be handed down to others for reuse. What I like most is how they use storytelling to provide a picture about materials in their products and their handmedown idea, which is communicated in its own mini site.
The main site is a no-nonsense minimal showroom and store with friendly, approachable type and spare, straightforward product pages. Nice little details like the little animated pixel icons in the header and the smiley face favicon (hat tip to k10k?). There's something about the idea of buying quality products that are made to last that should make you feel happy, and I think they communicate that well.