The U.S. Presidential election season dominates most major news cycles and media every four years. Surprisingly, statistics show that nearly half of all eligible U.S. voters did not vote at all in the 2016 election. In the lead up to the 2020 U.S. Presidential elections, streetwear moguls The Shoe Surgeon and Jeff Staple shared one message: JustVote.xyz.
JustVote.xyz is a voting information platform created by custom footwear designer The Shoe Surgeon and Staple Pigeon streetwear line founder Jeff Staple. JustVote.xyz’s URL makes it clear that the goal of the duo’s initiative urges Americans to make their voice heard in the U.S. Presidential Election. JustVote.xyz provides information on everything from the challenges of voting during a pandemic, to the history of voter suppression, and even details where candidates stand on major issues.
Knowing the appeal of their collaboration, Jeff and The Shoe Surgeon are engaging visitors through their “secret shop.” Visitors are only granted access to the shop’s exclusive streetwear-inspired gear once they correctly complete a voting rights and history quiz. Information needed for the quiz is provided throughout the JustVote.xyz website. They explain on the how it works page that once visitors purchase any of the gear, which features a t-shirt, sweatshirt, hat, and tote bag, they’re entered in a special raffle to win a Jeff Staple x Shoe Surgeon sneaker custom made for the winner. The catch? Only a raffle winner with photo proof of them at the voting booth or mailing in their ballot are eligible to win. Proceeds from JustVote.xyz’s secret shop will be put toward supporting the ACLU and the ACLU voting rights project.
JustVote.xyz’s creators work to educate website visitors by designing it to be both engaging and interactive. This starts right from the main homepage, designed to look like a piece of notebook paper and evoke thoughts of schools and learning. Interactive red, white, and blue campaign stickers are placed strategically over top of the page and instantly grab visitors’ attention. Clicking one sticker sends visitors to a page where they can become a poll worker, another explains the purpose of JustVote.xyz, and a third teases the “secret store” awaiting them at the end of their journey. Each shows a creative way that JustVote.xyz’s creators keep their visitors engaged. The resources JustVote.xyz provides for voters include key information for voting by mail, a 2020 election timeline, and a planning tool for voting day. Each resource is linked in multiple places on the JustVote.xyz page to make sure visitors don’t miss them.
Both creators have used their platforms to promote the JustVote.xyz initiative, with each making posts on their respective social media pages about JustVote.xyz. Jeff explains via an Instagram video that he launched the JustVote.xyz initiative because he believes in “creating with a purpose.” He explains that JustVote.xyz is not only about voter education, but also showing people that they have a voice and can make their dreams a reality. The Shoe Surgeon shared the initiative with his nearly 1 million followers, and has even updated the link in his Instagram bio to JustVote.xyz. Their posts have drawn thousands of likes and generated dozens of comments about the importance of voting and voter education.
JustVote.xyz, like vaporwave streetwear brand PublicSpace.xyz and renowned streetwear label CPFM.xyz, show that .xyz is the home of the next generation of creatives in fashion. Head to JustVote.xyz to take their quiz, get some special merch, and enter to win the limited edition sneaker collab between Jeff Staple and The Shoe Surgeon. And remember to JustVote.xyz!