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Setenta30

Art direction · E-commerce2026 Private phase

Setenta30 makes made-to-measure trousers in Barcelona, with Italian fabric tailored in Spain. The website presents the brand as an editorial sequence — fabric, cut, decision — with the shop at the end of the journey.

The brand is controlling who gets in while it prepares its launch: that’s why this piece is shown here rather than with a public link.

Setenta30 cutout: "The trousers define you." in red serif on cream
Client
Setenta30
Sector
Made-to-measure fashion
Scope
Art direction · Web experience · E-commerce · Payment gateway
Stack
Hand-coded HTML/CSS/JS · Stripe · Supabase · Resend · Vercel

The brief

A made-to-measure trouser brand doesn't sell a garment: it sells a point of view. The brief was for the website to not look like a shop, but like the presentation of that point of view — and still be able to sell.

What we did

  • Full art direction: editorial serif and brand red on cream.
  • Website built as a slide sequence, with its own navigation.
  • Product story told in scale: 0%, 15%, 30% and 45% structure.
  • E-commerce with access via a physical code included in a box.
  • Checkout with real payment, order management and email notification.
✳ Inside the site 04 screens
Setenta30 — The structure scale
01 The structure scale The product story moves forward in percentages — 0%, 15%, 30%, 45% — each one stating a degree of structure with a huge number. The number works as an index: you know where you are without a progress bar.
Setenta30 — Second page — the box
02 Second page — the box A site within the site: deep red background against the brand's cream, so it's clear you've crossed a threshold. Here the physical box stops being packaging and becomes the entrance.
Setenta30 — The fabric, before the garment
03 The fabric, before the garment Italian fabric photographed up close, no product yet. The brand makes its case from the raw material: origin first, clothing after.
Setenta30 — Access with a code
04 Access with a code "Enter the number you'll find inside the box." The purchase requires a printed code, stitching the physical object to the website — and leaving the casual buyer out.
Setenta30 — mobile 1
Setenta30 — mobile 2
Setenta30 — mobile 3
On mobile On mobile the sequence stays whole: same story, same pace, the same slide navigation. There's no stripped-down version.
✳ Decisions Why this way
  • 01

    Slides, not scroll

    Infinite scroll lets the visitor set the pace; here the pace is part of the product. A custom navigation engine, no carousel library.

  • 02

    The box code as a key

    Buying requires a printed code that arrives in a physical box. It ties the object to the website, and filters out the casual buyer.

  • 03

    Hand-written, no framework

    Our own HTML, CSS and JavaScript: the sequence needed fine control over transitions and loading, not a component system.