UNO8®
[
Technical Apparel
]
THE FIELD PROTOCOL
A DIGITAL FLAGSHIP BUILT FOR OUTERWEAR THAT WORKS AS HARD AS ITS WEARERS.
[
Project data
]
UNO8®
Technical Apparel
Title
THE FIELD PROTOCOL
Client
UNO8®
Released
Timeframe
10 weeks
Project type
Web
Technology
Framer Shopify Headless WebGL Product Viewer Klaviyo
[
01 — Overview
]
UNO8® builds outerwear to field standards and had a storefront that read like a spec sheet with a checkout attached. We rebuilt the digital flagship around the one thing category sites never show: the construction itself. Every decision followed the gear's own logic — nothing decorative, everything load-bearing. Large-format detail photography replaced studio product shots, copy dropped to captions, and specification moved into a single panel a visitor opens only when they want it.
[
02 — The challenge
]
THE GEAR WITHOUT THE SHOUTING
Technical outerwear sells on specification, but most category sites read like spec sheets with a checkout attached.
UNO8®'s outerwear is built to genuine field standards — taped seams, tested fabrics, a fit system worn by people who actually move in it. None of that came through online. The existing site listed features the way a manual would, and looked like every other performance-apparel storefront doing the same thing. The brand needed a digital flagship that could carry technical credibility without sounding like a datasheet, and that would hold up next to outerwear labels with twenty years more shelf presence.
[
03 — The solution
]
THE SYSTEM WITH NOTHING SPARE
A flagship built around one protocol: show the construction, say less about it.
We rebuilt the product experience around large-format construction photography — stitch lines, zip pulls, the taped seam under a hood — instead of studio product shots. Copy dropped to captions. Specification moved into a single expandable panel instead of competing for attention on the page. The launch campaign followed the same restraint: one location, overcast light, a single model in motion. The result reads like the product itself — built for use, not for display.
A flagship product experience built around construction detail instead of studio staging.
A launch campaign shot to match the gear's own register — functional, unstyled, in motion.
[
04 — Performance results
]
THE NUMBERS AFTER THE NOISE LEFT
The flagship launched alongside the spring line and outperformed the previous storefront on every metric the brand tracks — without a single additional product claim on the page.
Checkout conversion
2.4×
Against the previous storefront in the first 90 days
Return rate
−38%
After the sizing and fit system went live
Average session
4:12
Up from under a minute on the old site
The construction photography has since become the brand's default visual language, carried into wholesale line sheets and the retail fit-out without a new shoot.
[
05 — Final thoughts
]
UNO8® proved that technical credibility doesn't need technical copy. Show the stitch, and the spec sheet becomes optional.
[
Credits
]
Cole Zélie Enzo Nigel
Project Lead Creative Direction Technical Lead Development
