To improve extreme conditions for the homeless during winter, the expertise of the homeless regarding extreme outdoor situations is utilized. This results in a non-profit online shop under the brand Urban Outdoor Aid (UOA), which assists them on an equal footing without pity. The implementation includes a website that goes beyond an online shop, allowing the target audience to learn about and interact with the homeless to raise awareness. Communication relies on key visuals that connect the urban world with nature and stand out from traditional fashion labels by using graphic elements from the logo and edgy, imperfect typography.