Peak Performance

Peak Performance is a Swedish outdoor fashion brand, born on the slopes of Åre in 1986. It makes premium technical clothing for the mountain and for everyday life. In 2022 we designed its e-commerce web experience.

The challenge

Premium outdoor clothing is bought on trust. People want to see how a jacket is made, how it fits and where it belongs before they buy it. Online, all of that has to happen on a screen, often a small one.

Peak Performance had strong mountain photography and well made products. The store needed to carry both on laptop, tablet and phone, without the interface getting in the way.

The opportunity

Let the mountain sell, and let the site step back. Full bleed landscapes lead, with a plain white and black shop layer on top.

Navigation, filters and product pages were rebuilt through workshops and three phases of UX work. The aim was a product page that looks as good as the photography around it.

The result

We designed page layouts for desktop and mobile: the homepage, campaign pages, product listing and product detail pages, the menu and the checkout. Each one works on laptop, tablet and phone.

The brand’s own photography of snow, ice and forest brings the colour. The interface stays white and black, so the clothes and the landscape stand out.