DN8
Full-stack storefront and website engineering for a sportswear brand built on one idea — lead, don't follow — serving competitive teams and athletes who set the pace, not the ones who keep up.
DesignNote
Sportswear usually earns trust through noise — loud logos, endorsements, motion. DN8's own instinct ran the other way: an Armenian fretwork pattern, the kind carved into stone architecture for centuries, sits behind the brand copy instead of a hero photo, and the national crest appears once, stitched into a hoodie, never repeated as decoration. We built the site to hold that same restraint — a single gold accent, hairline borders, dark ground — so the interface reads as engraved rather than printed. Heritage as the credibility signal, not the highlight reel.
01Challenge
The brand identity — the dark editorial tone, the gold accents, "lead, don't follow" — was already DN8's own. The job was building a real e-commerce layer underneath it that matched that tone precisely instead of reading like a bolted-on template: accounts, cart, filtering, checkout-ready product pages, spanning a range from elite team kit to everyday streetwear, in three languages, with zero compromise on load speed.
02Approach
We took DN8's existing dark, gold-accented editorial identity and engineered a full commerce layer to match it exactly: a filterable shop grid, product detail flow, persistent cart, and an account system with sign-in and registration — styled to sit seamlessly alongside the brand pages, plus a full light-mode counterpart. The brand's own typography and studio photography carry the product; the underlying architecture is built to scale into a growing catalogue.
03What We Built
- 01Product pages styled to match DN8's existing editorial identity
- 02Filterable shop grid by category
- 03Slide-out cart and account/sign-in system
- 04Brand-story section presenting DN8's performance-and-leadership narrative
- 05Team and athlete partnership highlights (national ice hockey and futsal teams)
- 06Site-wide light/dark theme toggle
- 07Trilingual EN/HY/RU experience with localized routing
- 08Mobile-first, fast-loading storefront structure
04Under the Hood
- 01Full online shop: filterable product catalogue, product detail pages, and a slide-out cart
- 02Account system with sign in / create account and session-aware navigation
- 03Trilingual routing (EN / HY / RU) with locale-specific URLs, not just translated strings
- 04Light/dark theme toggle applied site-wide, including on commerce screens
- 05CMS-ready product data model built to scale past the launch catalogue
- 06Responsive, mobile-first storefront tuned for fast product browsing
The site carries DN8's own identity through to a real storefront instead of a static lookbook — turning a strong social-media presence into a structured platform that supports retail sales, partnership credibility, and room to grow the catalogue without a redesign.
