Califts.

01 · The brand

Anti-logo.
Pro-fit.

Most gymwear brands compete on volume and visibility — bigger logos, more drops, more loud color. Califts went the other way. The identity is in the fit. No conspicuous branding. Limited runs. No restocks on sold-out items. The site had to embody all of it.

"Worn by people who decided who they are — not people who need to announce it."

02 · What I built

Site + store + funnel.

Editorial homepage that reads like a campaign, not a product grid. Product pages built around fit and construction, not feature lists. Cart and checkout tuned for mobile-first impulse — 90% of conversions happen on a phone. Drop mechanic wired to Instagram-first reveals: new releases announced on @califts before they hit the site.

• HTML · CSS · JS
• Custom storefront
• Mobile-first checkout
• Brand-first hierarchy
• Drop reveal mechanic

03 · Founder lens

I'm the client.
And the developer.
And the customer.

Building the site for a brand I co-founded is a different kind of work. Every typographic choice, every micro-copy line, every checkout micro-interaction had to survive a founder's scrutiny — and a customer's impatience. There was nowhere to hide behind a brief.

The result is the cleanest, most opinionated e-commerce site I've shipped — because no one had to be politely talked into it.