Design conceptStreetwear label · Online store

Humen Streetwear

Far from a local service business on purpose: condensed type, hard black and white, and a shop-the-look path from editorial image to size selector to cart.

A brand and storefront exploration. Not client work.

The gap

What a customer had to work through.

The customer: A shopper who buys attitude first and a hoodie second.
The trust problem: A label has to feel like a brand and still behave like a store.

A clothing label lives or dies on attitude. The store has to feel like the brand and still behave like a store — fast product browsing, obvious sizing, nothing between a customer and the cart.

What we did about it

Built the brand voice into the type and composition: condensed, uppercase, hard contrast.
Separated the lookbook (which carries the brand) from the product grid (which carries the sale).
Designed product pages with nothing between the customer and the size selector.

Brand directionStorefront designLookbookProduct pagesBuild

Humen 'Latest Drop' grid — four pieces with pricing, fabric and fit — Product shot like editorial, priced like a store.

Humen lookbook — dark, asymmetric editorial layout — The lookbook carries the brand; the grid carries the sale.

Humen product page — size, quantity, add to cart — Nothing between the customer and the size selector.

The whole page

Scroll it yourself.

The full homepage, as built. Keyboard: focus the frame and use the arrow keys.

All work

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