Shikishi
Hana Moriwaki
Web Designer & Planner
Based in Tokyo
Niko Apparel
EC Site Design
Overview
Niko Apparel is a sustainable fashion label that needed an online shop reflecting their commitment to slow fashion. The goal was an experience that felt editorial, not transactional.
Challenge
Most fashion EC sites prioritize conversion speed over storytelling. Niko wanted the opposite — a shopping experience where customers connect with the story behind each garment before they buy.
Approach
Product pages were designed as mini-editorials: full-bleed photography, fabric stories, and production notes before the add-to-cart button. The checkout flow stays minimal and fast once the decision is made.