Case Study
Case Study
Case Study
Hartwell & Co — Modern Apparel Storefront (Concept Project)
A clean, mobile-first e-commerce experience for a modern menswear brand—focused on discoverable collections, fast add-to-cart flows, and simple, trust-driven policies.
Year:
2025
Year:
2025
Year:
2025
Industry:
Apparel & E-commerce
Industry:
Apparel & E-commerce
Industry:
Apparel & E-commerce
Team:
NV Launch Team
Team:
NV Launch Team
Team:
NV Launch Team
The Problem
The Problem
The Problem
Modern apparel brands live and die on how their products look and feel online. Hartwell & Co had a strong point of view—refined everyday essentials—but a fragmented digital presence. Products were spread across basic collection pages, the brand story sat in a separate “About” section, and key information like shipping, returns, and fit was hard to find on mobile.For a label built on subtle details and long-term wardrobe staples, the site needed to feel as considered as the clothes themselves: simple, calm, and fast, with a clear path from discovery to checkout.
Modern apparel brands live and die on how their products look and feel online. Hartwell & Co had a strong point of view—refined everyday essentials—but a fragmented digital presence. Products were spread across basic collection pages, the brand story sat in a separate “About” section, and key information like shipping, returns, and fit was hard to find on mobile.For a label built on subtle details and long-term wardrobe staples, the site needed to feel as considered as the clothes themselves: simple, calm, and fast, with a clear path from discovery to checkout.
Common friction we were designing against: • Grid-first layouts that show products but hide the brand’s point of view. • Product pages focused on specs, not how pieces work together in real outfits. • Shipping, returns, and warranty details buried in fine print instead of building trust upfront. • Slow, image-heavy pages that frustrate mobile shoppers ready to buy. • No clear way to connect editorial content (“What’s New”) to real products in the cart. This concept project explores how a focused, essentials-driven fashion brand can present collections, storytelling, and core policies in a single, coherent experience.
More product visibility above the fold on key collection pages (vs. typical hero-heavy layouts).
+40%
More product visibility above the fold on key collection pages (vs. typical hero-heavy layouts).
+40%
More product visibility above the fold on key collection pages (vs. typical hero-heavy layouts).
+40%
Target mobile load time for collection and product pages.
≤2s
Target mobile load time for collection and product pages.
≤2s
Target mobile load time for collection and product pages.
≤2s
Primary paths on each page: browse, style it, and add to cart.
3
Primary paths on each page: browse, style it, and add to cart.
3
Primary paths on each page: browse, style it, and add to cart.
3
Solution
Solution
Solution
We built Hartwell & Co around a simple idea: make it effortless to move between brand, product, and outfit. The home page introduces a calm hero and a short value line, then quickly hands the stage to core categories—polos, shirts, tees, outerwear—so shoppers can see what’s actually available in a few scrolls.Product cards are intentionally minimal: strong imagery, clear naming, and price. On product detail pages, we structured information in the order shoppers think: overview, key fabric / fit notes, available colors, and then “style it” suggestions that connect pieces into real looks instead of isolated SKUs.
We built Hartwell & Co around a simple idea: make it effortless to move between brand, product, and outfit. The home page introduces a calm hero and a short value line, then quickly hands the stage to core categories—polos, shirts, tees, outerwear—so shoppers can see what’s actually available in a few scrolls.Product cards are intentionally minimal: strong imagery, clear naming, and price. On product detail pages, we structured information in the order shoppers think: overview, key fabric / fit notes, available colors, and then “style it” suggestions that connect pieces into real looks instead of isolated SKUs.
What we designed into the concept • A focused home layout that surfaces core categories within the first scroll. • Clean collection pages with consistent card design and enough breathing room to feel premium. • Product detail pages that highlight fabric, fit, and care in short, scannable sections. • “Style It Your Way” content to show how pieces can be layered and combined. • A “What’s New at Hartwell & Co” area blending light editorial with direct paths to products. • Trust bar for shipping, returns, warranty, and support—visible without hunting for policy pages. • Mobile-first patterns with easy thumb reach to filters, size selection, and add-to-cart. • A structure that can scale from a tight capsule collection to a full seasonal range without feeling busy.
Testimonial
Testimonial
Testimonial
“With Hartwell & Co we wanted the site to feel like a quiet, well-organised wardrobe—no noise, no tricks, just clear collections, strong product photography, and a checkout path that works as well on a phone as it does on a large display. This concept is a blueprint we can adapt for any essentials-focused apparel brand that cares about long-term use, not fast fashion.”
“With Hartwell & Co we wanted the site to feel like a quiet, well-organised wardrobe—no noise, no tricks, just clear collections, strong product photography, and a checkout path that works as well on a phone as it does on a large display. This concept is a blueprint we can adapt for any essentials-focused apparel brand that cares about long-term use, not fast fashion.”“With Hartwell & Co we wanted the site to feel like a quiet, well-organised wardrobe—no noise, no tricks, just clear collections, strong product photography, and a checkout path that works as well on a phone as it does on a large display. This concept is a blueprint we can adapt for any essentials-focused apparel brand that cares about long-term use, not fast fashion.”
“With Hartwell & Co we wanted the site to feel like a quiet, well-organised wardrobe—no noise, no tricks, just clear collections, strong product photography, and a checkout path that works as well on a phone as it does on a large display. This concept is a blueprint we can adapt for any essentials-focused apparel brand that cares about long-term use, not fast fashion.”“With Hartwell & Co we wanted the site to feel like a quiet, well-organised wardrobe—no noise, no tricks, just clear collections, strong product photography, and a checkout path that works as well on a phone as it does on a large display. This concept is a blueprint we can adapt for any essentials-focused apparel brand that cares about long-term use, not fast fashion.”
“With Hartwell & Co we wanted the site to feel like a quiet, well-organised wardrobe—no noise, no tricks, just clear collections, strong product photography, and a checkout path that works as well on a phone as it does on a large display. This concept is a blueprint we can adapt for any essentials-focused apparel brand that cares about long-term use, not fast fashion.”
Nikita Oleynikov
Nikita Oleynikov
Nikita Oleynikov
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My job is to make sure you leave the first call with a clear, actionable plan.
Volodymyr Korkin
YOUR FIRST STEP
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My job is to make sure you leave the first call with a clear, actionable plan.
Volodymyr Korkin
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Ready to start?
Get in touch
Whether you have questions or just want to explore options, we’re here.