Quiet clothes, loud competition
Durotan makes wardrobe staples in natural fabrics — but its old store shouted like a fast-fashion outlet. Bounce rates were high and the brand story was buried three clicks deep. The task: rebuild the shop around calm, and let quality carry the sale.
We stripped the catalogue back to generous whitespace, serif headlines and an earthy palette drawn from the garments themselves. The new Durotan feels like its clothes: considered, comfortable, built to last.
What the project entailed
- Identity refreshSerif-led wordmark, fabric-inspired palette and packaging-ready lockups.
- Storefront redesignHomepage, collection and product templates with editorial storytelling built in.
- Lookbook systemA repeatable seasonal template the team now publishes without help.
- No-code handoverBuilt in Framer with a CMS the founders edit between collections.
Inside the project
Basic colours, back for good
Since relaunch, customers spend longer on product pages, the lookbook drives repeat visits each season, and the founders publish new collections themselves. The identity finally matches the clothes — calm, premium and unmistakably Durotan.
Our new identity finally matches the clothes we make. The shop feels calm, premium and unmistakably ours.
Selling something worth showing?
E-commerce design that lets the product do the talking.
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