November 27, 2012, 2:13 PM

Karmaloop.com: Striking a Tone

Karmaloop uses a street sense to sell hip clothes.

Lead Photo

Karmaloop views itself as an online street apparel retailer, and a visit to its e-commerce site takes you into an online neighborhood that’s busy, exciting and even a little gritty. Young models who look fashionably bored show off the latest fashions, while links and logos around the edges of the site vie for the attention of consumers no doubt used to having dozens of digital lures coming at them all at once.  Among the most intriguing features on the site is Karmaloop TV, which offers music videos, interviews with Karmaloop personalities and other content designed to associate the retailer with the hip and trendy. And Karmaloop keeps growing: In summer it launched MissKL.com, an apparel site with a sassy tone where young women can buy, and also talk to each other about trends.

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