OUTFIT® is the signature apparel collection from design studio ++hellohello. The store is also a portfolio piece, so it had to sell the clothes and demonstrate the studio's craft in the same layout.
A studio's own merchandise carries a double burden: it has to convert like a shop and look like the best work the studio has ever done. Default e-commerce templates fail the second test, while a purely editorial site fails the first.
We treated the storefront as a printed catalogue with a working basket. The wordmark sets at full page width, product photography runs as an unbroken grid beneath it, and the commerce affordances — bag, menu, price, category — stay small and typographic rather than boxed and buttoned.
The name sets edge to edge in a condensed grotesque, with the registered mark tucked into the final letterform. That single element does the branding, so the rest of the page can stay quiet and let the garments carry the colour.
Supporting copy is set small and red against off-white, sitting in a column beside the wordmark rather than centred beneath it — closer to a masthead than a hero.
Products run in an even grid with no cards, borders or hover panels. Each item is a photograph, a name, a price and a category, set in the same type as the editorial copy.
Removing the card chrome is what makes it read as a catalogue rather than a template. It also means the photography sets the rhythm of the page, which is the point when the studio's own art direction is part of what is being sold.
Bag and menu sit in the top corners as plain text. Nothing pulses, nothing floats, no promotional interruption. The basket is always reachable and never louder than the product.
The front end is a Next.js application deployed on Vercel, with Shopify behind it handling catalogue, checkout and inventory. That split keeps the storefront fully art-directed while leaving the parts a shop owner needs to change — products, prices, stock — in the tool built for it.
Because the store doubles as a portfolio piece. A theme would have constrained the art direction; a Next.js front end on Shopify keeps the design free while checkout, inventory and catalogue stay in the platform built for them.
Card chrome makes a page read as a template. Removing it lets the photography set the rhythm, which matters when the studio's art direction is part of what is being sold.
The client, in Shopify. Only the presentation layer is custom.
