okklu
Surf to sustain.
Okklu is a No-Line Commerce system that dissolves the boundaries between physical and digital retail by creating a unified shopping experience that responds to context, presence and intent. Instead of separating product, platform and place, Okklu connects them into one fluid system that adapts to how and where people engage.
Year
2018
Principle
No-Line Commerce
Format
Brand
Discipline
Interaction
Type
Retail System
Colaboration
Alina Funke
Kim Maasz
Okklu is a brand based on the principle of No-Line Commerce. It started with a product: a boardsock, developed as a practical response to specific needs in surf culture. Better fit, reduced waste, and more responsible production. Each sock is made from reclaimed textiles, individually cut, and produced in collaboration with local weaving studios.
From this point, Okklu evolved into a system. The brand connects physical products, mobile interfaces and temporary spaces into one coherent structure. It does not matter where someone encounters it – in a store, on a screen or through shared use. Every interaction is shaped by its context and designed to be precise, minimal and responsive.
Okklu treats retail as a connected environment. Instead of dividing experience into steps and channels, it builds continuity across situations. No-Line Commerce, in this sense, becomes a working logic for how the brand appears, adapts and stays relevant.
A flexible layer within the system
The app is not just an interface. It acts as a reactive layer within the Okklu system. It adjusts to time, location and usage context. When opened near a store, it prioritises local availability. During travel, it highlights delivery options and customisation. At home, it shifts towards saved configurations and editorial content.
This awareness keeps the interface relevant without being intrusive. The app does not direct behaviour. It aligns with it. This quiet responsiveness forms the basis of No-Line Commerce. It turns the mobile interface into a flexible access point that connects product, intent and situation without disruption.
Projection as interface
In the store, users configure their boardsock using physical textile samples placed on a nearby stand. By positioning selected swatches in the marked fields next to the board, a custom design is created. The projection then visualises the result in real scale, directly on the board.
Multiple fabrics can be combined, each defining a section of the final product. The process is intuitive and device-free. At the same time, users can also project a boardsock previously configured in the app. And vice versa: a design created in the store can be transferred back to the phone and saved or adjusted later.
The projection becomes a flexible connector. It links physical interaction with digital continuity, seamlessly and in both directions.
Surfboard Sock Examples
Retail was missing something. Not a channel, not a feature – just the space in between. Between store and screen, between product and presence. Okklu fills that gap with No-Line logic.