Cipher — Where the Block Meets the Browser
Cipher is a streetwear storefront where the buyer comes for the culture as much as the cut. The redesign trades a catalogue-with-a-checkout for a magazine, a gallery, and a corner-shop counter rolled into one — bold, image-led, and unafraid to take up space, switching register from editorial to retail without losing the thread.
Where the block meets the browser. Streetwear is bought for the culture as much as the cut, so the redesign trades a catalogue-with-a-checkout for something closer to a printed lookbook — bold, image-led, and unafraid to take up space.
The problem
Streetwear isn’t sold the way other categories are. The buyer comes for the culture as much as the cut — they want to feel the world the brand lives in before they ever add to bag. The existing storefront wasn’t doing that: a catalogue with a checkout, in a moment that demanded a magazine, a gallery, and a corner-shop counter rolled into one.
Process
The redesign reset the entire posture. The brief leaned into the visual language of US hip-hop awards and the everyday graffiti, skate, and zine culture moving through London and across Western Europe — bold, brash, generous with imagery, and unapologetic about taking up space. Art and fashion sit side by side, with layouts that switch register from editorial to retail without losing the thread.
Key screens
The polished work. Tab across the top to move between the finished screens — every surface in a single frame.
Mobile story
How the design holds up on a phone — home, browse, and a product page across a small set of mobile frames.
Highlights
A single screen with numbered call-outs over specific decisions. Each hotspot reveals a short note on hover or tap.
Outcome
Shipped as a finished engagement — a storefront that reads more like a printed lookbook than an e-commerce site, switching register from editorial to retail without losing the thread, and converting because of it, not despite it.
More projects.
Have a project
in mind?
We’d love to hear from you — whether you have a project in mind, or just want to say hi.
Let’s Talk →