A fictional e-commerce website prototype which carries fashion items from different brands ranging from streetwear to designers to outdoor clothing. The prices the customers pay contain information about the speculative brands inspired by real manufacturing processes, environmental impacts as well as existing brand-images and controversial occurrences. The goal is to stimulate the user to think beyond the numbers, to think what the price is they are paying for a particular item and imply that the fictional brand could potentially be any brands. Thus inciting them to be more mindful of their purchases. It also plays with the fact that many of these companies are not transparent when it comes to providing evidence for their sustainability initiatives due to the different meaning in the word sustainable. It could take an environmentally-friendly approach or mean that the company is focusing on the quality of its material to reduce the factory’s minimum order quantity. The consumers are then bound to believe the sustainable policies certain brands allegedly follow. Essentially, this platform was created with the intention to bring up the topic about sustainable consumerism and let the user judge as they explore the interface.