UI/UX & Web Development for ISTORIC – India’s Artist-Driven Streetwear Brand
About the Client
Istoric is an artist-driven streetwear clothing brand based in Mumbai, India. Founded by creatives for creatives, the brand blends oversized fashion silhouettes with a rebellious, retro-futuristic identity. What truly sets Istoric apart from other Indian streetwear brands is its Collective Fund—a unique initiative that supports local artists and creative projects across India.
Brief
To design a powerful e-commerce experience for a Mumbai-based streetwear brand that celebrates artists, storytelling, and oversized fits - while ensuring strong mobile usability, SEO readiness, and integration of Istoric's unique Collective Fund initiative.
The Problem
- Better product storytelling for limited edition drops
- Clearer size guidance for oversized fits
- Improved performance on mobile for urban Indian shoppers
- Seamless integration of The Collective Fund – their initiative to support upcoming artists
- Higher conversion rates and local discoverability on Google
Target Audience
- Urban creatives aged 18–35
- Gen Z & Millennials in Indian metros (Delhi, Mumbai, Bangalore, etc.)
- Fashion-forward buyers and design-conscious supporters of local art
Core Development
- Built on a custom theme using Shopify storefront
- Fast-loading, mobile-first structure with image compression and lazy load
- SEO-optimized permalinks and schema markup for products and articles
- Built-in newsletter sign-up and Instagram grid integration
Conclusion
By anchoring the website’s design in Mumbai’s vibrant street culture, optimizing for local SEO, and improving usability for mobile-first shoppers, we helped Istoric evolve from a cool fashion label to a digital-first brand experience that reflects its heart, purpose, and hustle. Istoric is no longer just a clothing site-it’s a movement, built in Mumbai, for creators everywhere.