Kem Cetinay was launching a first menswear brand into a market that expects celebrity fashion to look polished on day one. oContis built a minimal Shopify 2.0 storefront with staged drop mechanics, lookbook storytelling, and metaobject-driven model size guides for fit confidence. The launch foundation supports bold brand identity without visual noise or one-shot catalog chaos.
- Brand
- Website
- Year2026
The challenge
Kem Cetinay was launching a first clothing brand into a market that already expects celebrity fashion to look polished on day one. The brief was clear: a modern, minimal storefront that could carry a bold personal brand without visual noise, and a release model built for staged drops rather than a one-shot catalog dump. Fit confidence mattered too: a static size chart alone would not give shoppers enough context on how pieces actually wear.
The strategy
oContis treated the build as a brand launch system, not a theme skin. The approach paired a Shopify 2.0 foundation with restrained visual design, lookbook-led merchandising, model size data via metaobjects, and Klaviyo wired in for launch capture and exclusive drop communication as collections rolled out in stages.
Results
Kem Collection launched on a Shopify foundation built for staged menswear drops: a cleaner shopping experience, lookbook-led storytelling, model-led fit context, and lifecycle tooling ready for exclusive releases. The brand has a maintainable storefront that can grow with future capsules without rebuilding from scratch.
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