Temporal eshop for the latest OldBoy `WorldwideUnderground` drop. The eshop was designed to capture the energy of the brand while driving engagement and sales. Split into two phases, the site first served as a pre-launch platform, where users could register for the waiting list and newsletter, building anticipation around the release. Once the drop went live, the site transitioned into a fully functional eshop, streamlining the purchase experience.
As a youth-driven streetwear brand rooted in rap and trap culture, OldBoy’s identity is bold and expressive. However, the design of the site embraced a minimal approach, allowing the campaign’s narrative and products to take center stage. This balance ensured that the brand’s aesthetic remained strong while maximizing clarity and impact, enhancing the shopping experience and driving conversions.