Shopify experience for an unfiltered fashion brand by Robbie Williams
We partnered with Hopeium, a new fashion label built on softness, wit, and quiet rebellion, to design and develop a Shopify store that captures their offbeat spirit and unconventional voice. The result: a distinct, story-first eCommerce experience that supports a growing community of people who don’t feel at home in typical fashion.
Client: Hopeium
Timespan: Oct '24 - present
Key Focus: Shopify eCommerce
Scope: Web Design, Shopify Development
Soft-core optimism, hard-coded in Shopify
Hopeium is not your average fashion brand. Created for outsiders, overthinkers, and those tired of perfection, Hopeium doesn’t posture or pretend. It wears its humor on its sleeve (and sometimes a bit of ketchup too). Built on inclusivity, mood over trend, and a healthy dose of self-awareness, the brand speaks directly to people who know the world’s a mess—but still want their socks to make them smile.
While music icon Robbie Williams is one of the creative minds behind Hopeium, the brand isn’t about celebrity endorsement. It’s about telling a more honest, playful story—through clothes that feel like inside jokes and jumpers that feel like safe spaces.
Turning story into shopping
Hopeium approached Nethart to bring their vision to life online. More than a store, they needed a digital expression of their tone: understated, expressive, off-kilter, and warm. Something that didn’t look like a traditional fashion site—and didn’t feel like one either.
The challenge was to design an experience that lets the brand’s copy, imagery, and character shine through—without getting in the way. We aimed for simplicity that feels effortless, layouts that frame rather than shout, and a structure that allows for growth while preserving intimacy.
A Shopify foundation for playful fashion storytelling
Together, we created a native Shopify implementation that balances function with freedom. The site invites exploration while keeping the path to purchase intuitive. From soft fades and confident whitespace to flexible storytelling blocks and product-focused features, every detail was designed to feel like Hopeium: a little cheeky, a little scruffy, and a little brilliant.
We continue to refine and expand the store as Hopeium evolves—building the digital foundation for a fashion brand that doesn’t ask for your postcode, playlist, or polish.