++hellohello Launches OUTFIT Apparel Collection with Publication-Like Website
++hellohello, a design studio led by founding partner Sebastián Martínez and lead front-end developer Ismael Martínez, has launched OUTFIT, an in-house apparel collection. The side project emerged from the team's passion for design, materiality, and craft. The website, built with Next.js (React and TypeScript) and Shopify for the back end, is designed to feel like a publication rather than a catalog. It features a flat, map-like layout with the collection front and center, and supporting pages one click away—no mega-menus or hidden states. The studio prioritized type, photography, and navigation, working on the project between client commitments. Key details include custom typography locking at every breakpoint, an intent-driven custom cursor, and deliberate pauses before product reveals, transforming transactions into brand experiences. The audience skews toward designers, creatives, and studio friends who appreciate tactile objects and well-made interfaces.
Key facts
- OUTFIT is ++hellohello's in-house apparel collection.
- The project was led by Ismael Martínez (lead front-end developer) and Sebastián Martínez (founding partner and head of design).
- The website uses Next.js (React and TypeScript) for front end and Shopify for back end.
- The site is designed to feel like a publication, not a catalog.
- Navigation is flat and map-like, with collection front and center.
- The studio worked on OUTFIT in gaps between client projects.
- Key design details include custom typography, intent-driven cursor, and deliberate pauses.
- The audience includes designers, creatives, and friends of the studio.
Entities
Artists
- Ismael Martínez
- Sebastián Martínez
Institutions
- ++hellohello