Responses by Ismael Martínez, lead front-end developer, and Sebastián Martínez, founding partner and head of design, ++hellohello.

Background: OUTFIT is ++hellohello’s in-house apparel collection, a side project born out of our team’s collective love for design, materiality and craft. The audience skews toward designers, creatives and friends of the studio—people who appreciate a tactile object as much as a well-made interface.

Favorite details: Honestly, the small things. The way the typography locks together at every breakpoint, the custom cursor that follows you with intent and the tiny pauses before a product reveals itself. Those moments turn a transaction into a brand experience, and they’re what we obsess over as a studio that puts craft above almost everything else.

Navigation structure: We wanted the site to feel like a publication and not a catalog. The structure is intentionally shallow: a flat, almost map-like layout where the collection lives front and center, and the supporting pages sit one click away. No mega-menus and no hidden states—just a clear path from arrival to discovery to checkout.

Time constraints: We worked on OUTFIT in the gaps between client projects, so the constraint wasn’t a deadline so much as our bandwidth. That actually shaped the design in a healthy way: it forced us to prioritize the moments that mattered—type, photography and navigation—and let go of anything that didn't strictly need to be there.

Technology: Next.js (React and TypeScript) for the front end. Shopify for the back end.