Kettle

An e-commerce platform with an editorial vision.

FEAR OF GOD has evolved from a collection of casual luxury basics to a streetwear juggernaut beloved by 1.5 monthly shoppers. We upgraded their e-commerce platform to reflect the brand’s singularity in the marketplace and better handle its rapidly expanding catalog and design sensibilities. Design and development teams worked in lockstep to rapidly deliver a new look and feel with robust storytelling features.

What We Did

  • Front-End Development
  • Back-End Development
  • UX + UI Design
  • Product Strategy
  • Product Management

Designing a brand-first e-commerce journey.

Our work began with three core objectives — upgrade the site to the Shopify Online Store 2.0 theme, bring cohesion to the current design, and build a new template for long-form storytelling in a modular framework.

Our process included:

  • Feature Ideation
  • Experience Benchmarking
  • User Journeys
  • Data Analysis
  • Sitemap/IA
  • Pain Points and Opportunities

  • Home Page

    Updated home page with editorial look and feel

  • Product Detail

    Optimized product details to fulfill customer needs

  • Product Landing

    Created a clean, curated product grid

  • Product Filtering

    Implemented deep, intuitive filter options

Supporting storytelling through modular design.

We built a new template with a minimalist design and modular components flexible enough to facilitate long-from storytelling across its expanding thematic collections and product drops.

Launching the site redesign
with Athletics.

This modular campaign template debuted with the recently launched Athletics 2023/2024 collection, engineered in collaboration with Adidas. The new design includes ample space for the narrative woven by photographer Nadav Kander’s atmospheric imagery and Fear of God’s editorial notes.