Soiu

A clothing shop site that sells its first drop like a sunny walk, with marker notes everywhere.

Sector: Casual clothing label
Year: 2026
Work: Website design
Screens: Two desktop screens and the full homepage

01Point by point

01 Rounded heavy wordmark. SOIU in a soft, very heavy white face that sits on the photo like a sticker.

02 Marker-hand headline. Wear your own way. is written, not typeset: loose yellow script stepping down the frame.

03 The loop print. Cobalt loops and a yellow dot on the tee set the two colours the rest of the page keeps returning to.

04 Lowercase menu strip. shop, stories, about and bag (0) sit on a green strip, with the categories below a short rule.

05 explore drop 01. A small yellow link under two plain lines is the hero's only call to action.

06 Torn paper edge. The photo tears into green paper, leading straight into the first product spread.

Soiu product section on green: a cream Loop Tee with a blue loop print, sizes and add to bag, beside a woman wearing it — 02Flat lay, then worn.The tee is shown flat beside its sizes and add to bag, then worn outside a corner shop, so the fit is clear before buying.

Soiu design close-up: cream Loop Tee with a cobalt loop print on green, beside its sizes and an add to bag link — 02Flat lay, then worn.The tee is shown flat beside its sizes and add to bag, then worn outside a corner shop, so the fit is clear before buying.

Full Soiu homepage: street hero, tee, checked shorts and cap on green, two friends on stone steps, and a green footer — 03A walk, not a store.Street photos and torn green paper alternate down the page, with marker notes in the margins, so a small drop feels like a day out.
Display, marker and plain text
Written, not typeset

Soiu design close-up: nothing to prove. plenty to wear. in heavy white type above a yellow Day Off Cap on green — 03A walk, not a store.Street photos and torn green paper alternate down the page, with marker notes in the margins, so a small drop feels like a day out.
Display, marker and plain text
Written, not typeset

Park Green#26993F · Background
Marker Yellow#F8E612 · Accent
Loop Cobalt#0655C2 · In the photo
Cotton Cream#EDECE8 · Type
Shopfront Cardboard#A48864 · In the photo

04Colour.Yellow and cobalt come straight off the loop print on the tee, so the clothes set the colour and grass green holds the page together.

About the project

The full write-up, if you want it. About 4 minutes.

Brief and idea

The problem, and the one idea that answers it.1 min

The brief

Imagined as a label from Alserkal Avenue selling tees, bottoms and extras online in small drops. The site has to feel friendly rather than exclusive, show the clothes on people of different ages, and make buying one piece quick on a phone. Drop 01 is three pieces: a tee, checked shorts and a cap.

The idea

Wear your own way. The label is about everyday clothes with unexpected character, so the site takes you for a walk instead of into a store. Each section is a street scene or a sheet of grass-green paper torn at the edges, with marker notes scribbled in the margins like a handmade zine. The cast is deliberately broad, from an older man in wide blue trousers to two friends on a stone stairway, so the clothes read as easy for anyone.

The write-up

The design, decision by decision.5 chapters · 2 min

A walk, not a store

Soiu is imagined as a casual label that sells online in small drops of tees, bottoms and extras. Most clothing shops open on a grid. This design opens on a street: an older man in a yellow cap, a loop-print tee and wide cobalt trousers, hands in pockets on a sunny lane lined with wires, plants and shopfronts. Wear your own way. is scrawled over the photo in marker yellow, and the bottom of the picture tears away into grass-green paper. The shop is something you walk into, a page at a time.

Three type voices, one zine

The type behaves like a handmade zine. A heavy, rounded display face sets the wordmark and the big statements, such as nothing to prove. plenty to wear. A loose marker hand writes the headlines and the asides that crowd the margins: Same world different people, Good days anyway, For movement not routine. A clean sans keeps prices, sizes and product notes easy to read. Menus and links stay in lowercase, so even the navigation, shop, stories, about and bag (0), sounds relaxed.

Drop 01 in three pieces

The first drop is small on purpose: the Loop Tee, the Offbeat Shorts and the Day Off Cap. Each piece is cut out and laid straight on the green, with its name, price and an underlined add to bag link in yellow; the tee and shorts also get a size row and a short line such as Room to move. Made to roam. Beside the tee, the same shirt is worn over a striped long sleeve and checked shorts outside a corner shop, framed by hand-drawn yellow corner marks. The colours of the drop come from the tee's own print.

Old and young in the same tee

The label wants to feel friendly rather than exclusive, and the casting does that work before the copy does. The hero is a smiling older man. The tee is shown on a young woman outside a shop. Further down, under SOIU ON THE STREET, two friends laugh on a mossy stone stairway beside take the long way home. in marker script. Nobody poses like a model, and the clothes look easy to wear because the people wearing them look at ease.

Good things, occasionally

The page signs off on solid green with the wordmark set large, a yellow promise, good things. occasionally., and a single line for the mailing list asking for an email. The footer keeps it practical: shop, shipping, returns and instagram, with one last scribbled note in the corner. Add to bag is meant to lead to a checkout paid into the label's own account, with prices in its own currency rather than the dollars shown here. The street photography, generated here in a Japanese hillside town, would be reshot to suit the label's own city and style.

Type and voice

Type, colour, photography and the lines on the page.3 roles

Display: Very heavy, rounded lowercase face in white, used for the wordmark and big statements on green.
Supporting: Loose marker handwriting in yellow, used for headlines and margin notes, sometimes in scrawled capitals.
Body: Clean neutral sans for product names, prices, sizes and the lowercase menu.

Type mixes three voices: a heavy, rounded display face for the wordmark and big statements, a loose marker script for headlines and asides, and a clean sans for product details and the lowercase menu. Colour is grass green, marker yellow and cobalt blue on cream cotton; the yellow and cobalt come straight from the loop print on the tee. Imagery is sunlit street photography with torn-paper edges, and the layout alternates full-bleed photos with green product spreads.

Wear your own way.

Everyday clothes. Unexpected character.

nothing to prove. plenty to wear.

Out here, being you.

good things. occasionally.

Laid-back and warm, like a note from a friend. Mostly lowercase, never in a hurry, and slightly understated: the mailing list promises good things occasionally rather than daily deals.

The plan

Grow: up to 6 pages, and what it includes.4 includes

Up to 6 pages, on Grow, AED 4,999 one time. What it includes:

Customers order online, paid into your own account
Online shop extra for 31 to 100 products as the drops grow
Edit your own text, prices and photos
Product descriptions for the first 10 pieces

A site like this sits on Grow. AED 4,999 one time, with a fixed quote in writing.

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