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It started small in 2020 — an online shop bringing streetwear and skate staples like Carhartt WIP, Edwin, Polar Skate Co., and Dancer Cph to Yerevan for the first time. Two years later, the brand stepped into the physical world with a store built around the same identity as the site, running until 2024, while the online side kept going through 2025.

Behind it was a full-circle approach to building a brand from scratch: a visual identity and e-commerce experience designed from the ground up and run day to day, a customer journey crafted to feel the same whether you were scrolling or walking through the door, a physical space shaped with just as much care as the digital one, and relationships with suppliers abroad that made it possible to bring these brands to a market that hadn't seen them before.

The work:

• Brand identity and e-commerce UX.

• Customer journey across online and in-store experiences.

• Physical store design.

• Supplier relationships and sourcing.