Fold Apparel
The brief.
FOLD+ had three storefronts, two checkout flows and a design file no one trusted. We rebuilt the product surface as one system — tokens, components and templates their engineers own — then shipped the new shop alongside them over eleven weeks.
What it did in market.
The brief.
Measured nine months after launch, with their team running the system alone.
Checkout
Checkout completion up 21% on the same traffic, with the three storefronts collapsed into one flow.
+21%
Speed
Brief to launch in eleven weeks, designed and built in parallel rather than handed over at the end.
11 wks
System
One token set and 64 components now running every surface, named the way their engineers name things.
180 tokens
Handover
Two seasonal campaigns shipped by their own team since handover, with nothing redrawn by the studio.
0 redraws
The old file was a museum. What we have now is a library our engineers actually pull from, and the shop has not drifted since.
Noor Haddad
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