Fated to Pretend
Streetwear with a story, built around the content
Industry
- Fashion
Deliverables
- Website Design & Build
- E Commerce
- WooCommerce
The Challenge
Fated to Pretend is a contemporary streetwear label built around creative energy, storytelling and visual culture. From photography and film to music, movement and collaboration, the brand extends far beyond clothing. The website needed to feel like an entry point into that world – not just a shop – and showcase the creative direction shaped by Archie Lyndhurst.
Our Approach
+ Designed a content-rich, editorial-style website that reflects the brand’s world through imagery, video and narrative.
+ Built a bespoke WooCommerce platform that supports drops, lookbooks and limited runs without restricting creativity.
+ Integrated areas for brand moments — Discover, Gallery, Watch, Listen — so the site acts as a hub for fashion, media and culture.
+ Structured the user journey so content, story and product sit side by side rather than product leading the experience.
+ Ensured everything is optimised for mobile, speed and scalability as the brand evolves.
The Outcome
+ A digital platform that behaves like a creative brand universe, not a standard e-commerce store.
+ A content-led experience that showcases Fated’s identity through film, photography, music and movement as powerfully as its product.
+ A future-proof foundation ready for new collections, collaborations and media-driven releases.
The Challenge
Fated to Pretend is a contemporary streetwear label built around creative energy, storytelling and visual culture. From photography and film to music, movement and collaboration, the brand extends far beyond clothing. The website needed to feel like an entry point into that world – not just a shop – and showcase the creative direction shaped by Archie Lyndhurst.
Our Approach
+ Designed a content-rich, editorial-style website that reflects the brand’s world through imagery, video and narrative.
+ Built a bespoke WooCommerce platform that supports drops, lookbooks and limited runs without restricting creativity.
+ Integrated areas for brand moments — Discover, Gallery, Watch, Listen — so the site acts as a hub for fashion, media and culture.
+ Structured the user journey so content, story and product sit side by side rather than product leading the experience.
+ Ensured everything is optimised for mobile, speed and scalability as the brand evolves.
The Outcome
+ A digital platform that behaves like a creative brand universe, not a standard e-commerce store.
+ A content-led experience that showcases Fated’s identity through film, photography, music and movement as powerfully as its product.
+ A future-proof foundation ready for new collections, collaborations and media-driven releases.
