FiftyThree approached ALLDAYEVERYDAY looking to create a Tumblr theme that helped showcase the work being created via their highly successful iPad application, Paper. Together we co-developed the concept to create the first touch-based Tumblr theme. With the app in mind, we applied the idea of swipe and touch to a visually engaging theme and showcase tool for creators. While the theme was originally commissioned for FiftyThree’s own Tumblr, a second public version was put into the Tumblr theme garden both as a free and pro version.
Since release in the theme garden, over 40,000 users have gone on to install and customize for use in their Tumblrs, including Juicy Couture, adapting the theme for their holiday promotion “Give Me What I Want.” ALLDAYEVERYDAY most recently helped revamp the theme for Women’s Wear Daily, in partnership with FiftyThree, for their Apparel & Retail CEO Summit.