Haze Underthings
A firm advocate of thrifting and recycling, founder Leonie Bleasdale recognizes that many things can be bought secondhand. Underwear is a rare exception.
Hence Haze Underthings. Founded, cut, and sewn in London, with a mission to redefine everyday underwear for women, and to join environmental care with premium basics. In sustainably sourced hemp and organic cotton, the team has refined and engineered each garment so it flatters, supports, and improves the wearing.
Where design carries commercial weight
A carefully chosen Shopify 2.0 theme, married to Haze’s contemporary identity, produced an e-commerce site that is visually exact, built to tell the story of the brand, and built to convert. That balance kept the project inside its budget without giving up function.
The roots remain in the UK. The Shopify 2.0 site has opened the house to customers elsewhere, and introduced the underwear to a new audience. The success is not only a rise in sales. It is the community it has gathered: people who want sustainability without setting style aside.
Though Haze Underthings was a new startup, the vision for the imagery was already firm. The campaign was designed to show the body shapes women actually have, which is also the spirit of Haze.
CREATIVE DIRECTIONE-COMMERCEWEBSITE DESIGN & BUILDSHOPIFY EXPERTS
