Heart & Hustle Workwear
Workwear for people who are actually at work, photographed like they are.
Sector
Retail and e-commerce
Engagement
Brand and storefront
Year
2026
Status
Live on client domain
The brief
A workwear and lifestyle apparel brand for trades and shift workers. The category is full of stock images of clean people in clean clothes, which is exactly what the customer does not recognise as themselves.
Workwear brands sell either function with no personality or streetwear with no credibility. This one had to be believable on a site and still worth wearing off it.
What we did
Built the brand line around the customer rather than the product. For the ones who do not quit, which is a statement about the wearer, not the fabric.
Used real site photography of crews in context, on jobs, in daylight, mid conversation, because a workwear brand that uses studio shots is not a workwear brand.
Structured the store around how the customer shops, tops and bottoms and gymwear, rather than around how the warehouse is organised.
Kept the reassurance trio visible, shipping, returns and secure checkout, since this is a first purchase category where the customer does not know the brand yet.
Wrote a seasonal front banner into the design system so the client can run a campaign without asking anyone for help.
Live on the site
“Built for early mornings, long days, and relentless work.”
Where it landed
A storefront now running live on the client's own domain, with a brand voice the customer can hear themselves in.
3
shopping categories, customer led
1
seasonal banner the client controls
Live
on the client's own domain
The whole page
Scroll it here.
The full homepage as it ships, plus the phone layout beside it.
Built mobile first. Most of this traffic arrives on a phone.