E-Commerce / DTC activewear
Design systems for fast-growing brands.
Fabletics is one of the fastest-growing direct-to-consumer activewear brands. We built the design systems and consumer experiences that let their product team move fast without breaking visual consistency.
The challenge
Fast-growing DTC brands face a specific design problem: the product team needs to launch new collections, campaigns, and seasonal experiences quickly, but every new launch risks visual drift if the underlying design system can't keep up. Fabletics needed a component architecture that was flexible enough for creative campaigns but rigid enough to maintain brand consistency across every touchpoint.
What we built
A scalable design system and consumer experience layer for Fabletics. This included a comprehensive component library, token architecture, and documentation that allowed Fabletics' growing team to build new pages and features without introducing inconsistency.
Design System
Component library with tokens for color, typography, spacing, and elevation. Built for extension, not just consumption.
Consumer Experience
Product pages, collection browsing, membership flows, and checkout optimization. Mobile-first, conversion-focused.
Campaign Templates
Reusable templates that let the marketing team launch seasonal campaigns without engineering support.
Cross-Platform Consistency
Shared design language across web and mobile. Same tokens, same components, same user expectations.
The outcome
The design system enabled Fabletics' product team to ship new features and campaigns faster while maintaining the visual consistency their brand requires. The component library reduced design-to-development handoff friction and gave both teams a shared language for building new experiences.
Need a design system that scales with your brand?
Tell us what you're building. We'll tell you honestly whether we can help.
Start a Conversation