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Concept · DTC fashion
A sustainable Amsterdam clothing label, redesigned to read like a magazine and convert like a store.
- Client
- Noor
- Year
- 2026
- Category
- E-commerce
- Status
- Concept work
Noor
Challenge
The brief
Noor sells fewer pieces, better made, in smaller drops. Their old Shopify theme treated them like a fast-fashion store — dense PLPs, busy filters, no story. Conversion sat at 0.9%.
Approach
How we worked
- 01Spent two days in their Amsterdam studio interviewing the team and customers.
- 02Wrote new copy with the founder; restructured the catalogue around drops, not categories.
- 03Built a custom Hydrogen storefront with editorial PDPs and a slow-loading hero per drop.
- 04Tightened the checkout, added Mollie + iDEAL, removed three optional fields.
Solution
What we shipped.
- 01
Drop-led architecture
Each seasonal drop gets a full landing experience — story, photography, lookbook — that doubles as the PLP.
- 02
Editorial PDP
Big imagery, slow scroll. Sizing, materials, care, and provenance unfold as you scroll, not behind tabs.
- 03
Quiet checkout
iDEAL-first, Apple Pay second. Address autocomplete, no account required. Three fields removed.
Results
What it added up to.
- ×3
- conversion rate post-relaunch
- +58%
- average time on PDP
- 0.4s
- shaved off LCP
Stack
What it\'s built on
- Hydrogen
- Shopify
- TypeScript
- Mollie
- Sanity (CMS)
- Tailwind 4
Next project
De Haven — Amsterdam harbour-inspired fine-dining restaurant; menu as centerpiece, EN/NL reservations.