From the culture to the cart.
We transformed the shopping experience for Fear of God customers with a new narrative-driven e-commerce platform. More than a storefront, it’s a shoppable brand world — one that brings Fear of God’s cultural influence to life while giving the label room to scale and evolve. Within days of launch, it delivered the best week of sales in Fear of God’s history.
Product StrategyProduct DesignArt DirectionFull-Stack DevelopmentProduct Management
150%
Increase in brand recall
20%
Click-through-rate
47%
Impressions
48%
Increase in sessions started through organic search results
The Challenge
Design a digital store — driven by story.
We rebuilt the foundation of the brand’s digital flagship, evolving the entire journey from first click to checkout. By removing friction and simplifying key steps, we created faster, more intuitive purchase paths for both first-time and returning customers.
A refined aesthetic, defined for digital. Fear of God’s digital presence needed to reflect the same refinement as its product line. We unified the design system and optimized usability, ensuring a consistent, elevated experience across all touchpoints.
Drag and drip.
We built new site templates that give Fear of God the flexibility to showcase long-form narratives alongside its product drops — merging commerce with culture. Modular components allow the brand to adapt layouts for future collections while maintaining a clean, editorial aesthetic.
Fresh template. Fresh launch. The new campaign template debuted with Fear of God’s Athletics 2023/2024 collection, engineered in collaboration with Adidas. The design provided space for Nadav Kander’s cinematic photography and the brand’s editorial voice, seamlessly blending storytelling with commerce.
Next Up:
Glossier
Unwrapping a hit holiday campaign.
