Stel

Information

STEL embodies a refreshing, modular style that focuses on creating seasonless, collectible pieces. These designs are inspired by a fusion of art, architecture, and design, all deeply rooted in Astrid Andersen’s Scandinavian heritage and lifestyle.

STEL captures a life in motion—featuring fresh, softly powerful shapes with built-in flexibility and adaptability that naturally empower the wearer. Grounded in the energy of everyday life, this is tailoring you can skate in, denim you can dance in, and shirting you can travel in.

We aimed to reflect this philosophy in their new webshop by merging a mature, elegant design with surprising elements that draw inspiration from the streetwear origins. 

Build on Shopify.

Giving the site a backbone

We focused on highlighting the uniqueness of each product while ensuring they harmonize with one another, resulting in a thoughtfully curated overview on the product pages. This approach effectively showcases the diverse styles and color themes simultaneously, offering a cohesive and visually appealing presentation.

We incorporated a central line on the page where the logo seamlessly slides into place, integrating perfectly with the design.

On the Product Detail Page (PDP), we applied the same design philosophy. By utilizing a dynamic gallery and contextual products to complete the look, we've crafted a tailored page that truly allows each product to shine.

The little moments

Each page concludes with a thoughtfully designed footer. While typically a straightforward navigational tool, our footer offers more—a seamless, no-dead-end experience. A carefully selected product is prominently displayed in front of the main logo, adding a distinctive touch to the end of every page. This design choice not only enhances the user experience but also reinforces the brand's identity, embodying the core meaning of its name as the foundation of both the brand and the overall experience.

What did Spring/Summer create for STEL?

Spring/Summer designed and developed STEL's online flagship store, launched in 2024 on Shopify. We led strategy, design, and development for the new Scandinavian fashion and lifestyle brand by designer Astrid Andersen, building a digital flagship that carries the same modular, seasonless philosophy as the collections.

What technology powers the STEL webshop?

The STEL online flagship runs on Shopify. Shopify gives a founder-led fashion brand the reliability and international payment infrastructure it needs from day one, while our custom front-end keeps the site feeling editorial rather than templated. New drops, capsule collections, and campaign moments can go live without engineering support, so the STEL team keeps merchandising velocity high as the brand grows.

What was the brief Spring/Summer was given?

STEL is a new Scandinavian fashion and lifestyle brand built on a seasonless, modular idea: tailoring you can skate in, denim you can dance in, and shirting you can travel in. The brief was to build a digital flagship that reflects that life-in-motion philosophy: mature and elegant, with surprising streetwear-inspired energy, and a shopping experience where every product feels intentional.

What design and strategic decisions shaped the project?

We treated every design call as a brand call. A curated product overview lets each piece stand out while still harmonising across styles and colourways. A central line runs through the page, and the STEL logo slides seamlessly into place along it. On PDPs, a dynamic gallery and contextual products help complete the look. The footer carries a curated product placed in front of the main logo, so the experience never dead-ends.

What was the outcome of the STEL launch?

STEL launched its online flagship in 2024 as the brand's first direct-to-consumer expression: a Shopify-powered digital home that carries the same restraint and craft as the products. The modular page system means the STEL team ships new drops, collections, and campaign stories without engineering support, and the flagship reads as a considered fashion brand rather than a templated store, from the first visit onward.

Who is this case relevant for?

This case is for new and founder-led fashion brands launching direct-to-consumer on Shopify, and for established labels rethinking eCommerce as a digital flagship rather than a store. We work with fashion and lifestyle brands where the shopping experience has to feel as intentional as the product. If you are building a new brand from scratch, this is the work we love.

How can a brand start a similar project with Spring/Summer?

Tell us about your project at contact@springsummer.dk or call +45 32 16 22 22. We're a Copenhagen-based digital design and brand agency, and we like hearing about briefs early, even if you're still figuring out what you need. Let's collaborate and make great stuff.