E-commerce / D2C Fashion
Where executive style meets modern street culture.
01 Overview
The Southz is a menswear label that blends boardroom polish with street style. Its online store carries the whole brand — catalogue, lookbook, offers and checkout — for customers in India and the UAE.
02 The problem
A young D2C fashion label sells almost entirely online. The store has to look as considered as the clothes, make browsing and buying effortless on a phone, and handle two markets with different currencies.
03 Objectives
- 01A storefront with the confidence of a premium label
- 02Fast, mobile-first browsing from category to checkout
- 03Separate India and UAE storefronts with local pricing
- 04Let the team run products, offers and orders themselves
04 My role
Design and full-stack development of the store — storefront, catalogue, cart and checkout, and the admin behind it.
05 The solution
A custom Next.js storefront with a dark, gold-accented identity, a market selector for India and the UAE, wishlist, cart and accounts, and an admin panel for products, offers and orders.
06 Technical architecture
- 01StorefrontNext.js, server-rendered catalogue pages
- 02MarketsIndia and UAE storefronts with local currency
- 03CommerceCart, wishlist, accounts and secure checkout
- 04AdminProducts, collections, offers and orders
Stack — Next.js / React / Tailwind CSS
07 Screens
Screens captured from the live site, October 2026.
08 Key features
Shop & collections
Shirts, trousers, jeans, tees, hoodies, cargos and jackets, browsable by category and collection.
Two markets
A country selector for India and the UAE, with prices in INR or AED.
Lookbook
Campaign imagery that sells the Executive × Street story, not just the product.
Welcome offers
Promo codes surfaced on the storefront and applied in the cart.
Wishlist & accounts
Customers can save pieces, sign in and track their orders.
Built to convert
Free-delivery thresholds, trust badges, easy returns and a newsletter for drops.
09 Challenges & solutions
- ChallengePremium feel on a phone screen
- ApproachA restrained dark palette, bold condensed type and large product imagery that holds up at any size.
- ChallengeOne brand, two markets
- ApproachA market selector that switches currency and delivery messaging without duplicating the store.
- ChallengeA small team running the business
- ApproachAn admin panel for products, offers and orders, so day-to-day changes need no developer.