Elevated Streetwear Ecommerce Website Design for Twelvth Edit | Minimal UI/UX
- Client
- Twelvthedit
- Industry
- Apparel
- Services
- Strategy, UI/UX, Shopify Development, Shopify App Integrations
CASE STUDY
Client Objective
Twelvth Edit set out to launch as more than just a clothing brand — their vision was to build an elevated essentials and streetwear label that speaks through culture, rhythm, and taste.
Their philosophy: small drops, intentional design, no excess.
They approached us to create an ecommerce website design and digital identity that:
- Embodied their philosophy of limited, intentional collections.
- Looked editorial and culture-led, not like a conventional ecommerce store.
- Seamlessly tied clothing with lifestyle — music, food, travel, culture.
Felt exclusive yet inviting to a niche, discerning audience.
Challenges
- Breaking away from generic fast-fashion ecommerce templates.
- Balancing streetwear exclusivity with a smooth, intuitive shopping experience.
- Designing a brand presence that feels elevated, not loud.
- Creating a platform that reflects both heritage (since 1993) and a modern streetwear identity.
Our Design & Development Approach
1. Editorial Storytelling
We structured the site to feel like a lifestyle publication rather than a shopfront:
- Clean layouts with intentional white space.
- Narrative-driven brand pages (“The Brand,” “Archives”).
- Copy that mirrors Twelvth Edit’s voice — confident, calm, elevated.
2. Minimal UI/UX for Streetwear Luxury
Our UI UX design approach positioned the brand as premium yet understated:
- Bold, culture-rich lifestyle photography as the focal point.
- Simplified navigation (Mens, Womens, Archives) for clarity.
- Typography-led design that feels modern, premium, and editorial.
- Neutral black-and-white palette with subtle accents for timeless appeal.
3. Exclusivity in Ecommerce
We designed the ecommerce website to reflect streetwear’s drop culture:
- Drop-based structure to build hype and anticipation.
- Product pages curated for a drop experience, not crowded catalogues.
- Seamless add-to-cart flows that don’t interrupt storytelling.
4. Culture Integration
Twelvth Edit isn’t just about clothes — it’s about how you move through the world.
We embedded storytelling that extends into music, food, travel, and culture, aligning with streetwear’s cultural DNA and making the brand feel like a lifestyle, not just apparel.
Conclusion
The result: a digital launch that feels like an editorial streetwear experience, not just a store.
Twelvth Edit now stands apart as a brand that doesn’t just sell clothing — it sells elevated essentials for people who get it.
By combining editorial storytelling, ecommerce website design, UI UX design, and cultural integration, Emerge Digital helped Twelvth Edit launch with confidence — staying true to craftsmanship, intention, and exclusivity.
👉 Looking to launch your own lifestyle-driven fashion brand? Let’s build it together.