Hayes Haberdashery exists within a competitive and crowded industry that can feel unapproachable and stuffy. The site needed to balance the refined and masculine subject matter with soft organic shapes and colors to create a welcoming environment that allows any man to feel like he can be his best self. The serif font’s curved shapes and sharp edges pay homage to fashion houses from an era of sharp tailoring and handcrafted details. The layout of the store needed to reflect curated selections, shoppable trend edits, and relevant clothing categories based on seasonality to provide the most relevant information in a way that is encourages ease of purchases.