Pith Africa

Pith is a Lagos-based, dual-sex fashion house with cult status in the Nigerian and African alternative scene. When they reached out to us for a storefront and digital diary, we knew a Shopify template wouldn’t cut it, so we set out to build a custom e-commerce platform.

We worked with the PITH Africa team to interpret their physical brand into digital, holding on to the principles of creative expression and a rejection of the status quo. We imagined the website as a primed canvas, not blank that it is entirely devoid of personality, but with enough subtlety in interactions and compositions that it lets the bold, counter-cultural work of PITH Africa shine.

We built the entire e-commerce experience without using plugins like Shopify, Woocommerce, etc. This was tricky as we had to consider content and customer/order management, payments, and order fulfilment, amongst others. We achieved this using Strapi CMS for content, Nextjs + Supabase for the backend, Paypal/Paystack for payments, and DHL’s APIs for order fulfilment.

• User Research
• Information Architecture
• Art Direction
• Visual Design
• Interaction Design
• Front-end development
• Backend Development
• Custom Order fulfilment system

We had a unique experience working with Null. We have a certain kind of voice and style as a fashion company, and they were able to perfectly capture that in the site they built for us.

We couldn’t have completed this project without the help of Nifemi Adeyemi, and Oluwafemi Fashikun who helped out with front-end development and motion design respectively. This project was featured on MaxibestOf.