When Matthew Siskin started designing Web sites for designer friends under the name designedmemory, it was a way to pay the rent so he could focus on his music career. That was back in 2002. Fast-forward six years and he’s responsible for some of the fashion industry’s most inspired online presences, including the Web sites of his pal Chris Benz, Bensoni, Wren, and CFDA finalists Swaim and Christina Hutson of Obedient Sons & Daughters (up next: Lorick). As the name suggests, designedmemory aims to create emotional connections via the Internet, an approach to site building that involves filling the screen with images of the flotsam and jetsam that Siskin finds in designers’ studios—for example, in the case of the Hutsons, he zeroed in on the jars of candy, assorted vintage harmonicas, and old family photos from the fifties that were hanging around. “My goal is to have the audience forget they’re on the Internet by using more video, more of the screen, more textures, less clicking, and continuous fluid movement. Instead of using photos to show texture, [I say] scan the jacket, lend me the shirt, and I’ll get the real buttons—I want the user to get a visceral sense of everything,” he says.