GORE-TEX wanted to test a bold idea: a rental subscription service for premium children's outdoor jackets in the German market. The challenge was to build something that felt complete and trustworthy enough to attract paying customers, while moving at a speed that corporate processes rarely allow.

We built the entire venture from the ground up. Brand identity, e-commerce experience, fulfillment infrastructure, and campaign materials, all delivered within a tight timeline that typically takes over a year to complete.

Designing for a model that didn't exist yet

Rental fashion for kids is a category with no established playbook. We started by understanding the tension at the core of it: parents who care about sustainability but won't compromise on quality, and children who outgrow everything before it wears out. The brand identity was built to hold both truths at once.

The brand is consistent with the brand guidelines of GORE-TEX to build trust and credibility, yet uses a lot of newly designed elements as the GORE-TEX brand had no real D2C context.

A system built to convert, not just impress

The e-commerce experience was designed around the specific logic of a subscription rental. Every flow, from first visit to checkout to returns, was mapped to reduce friction and build trust in an unfamiliar model. Premium positioning and accessibility had to coexist without either one pulling rank.

Every channel, from day one

The visual system extended across digital product, marketing assets, and campaign materials. We art directed photo and content shoots that brought the product to life for families scrolling social, not just industry stakeholders reviewing decks.

Infrastructure that could actually scale

Behind the brand, we integrated a full tech stack across Shopify, SuperCycle, and Klaviyo, and established a warehouse and fulfillment system ready for expansion beyond the pilot phase.

The pilot launched in Germany and acquired +165 customers, with the core user group showing great retention. GORE-TEX leadership praised the collaboration as outstanding, specifically noting the team's responsiveness and the speed of delivery relative to standard corporate timelines.