Nove
An elevated everyday activewear storefront — region-aware commerce over Medusa, a full catalog of collections and categories, and editorial content alongside the shop.
Nove sells elevated everyday activewear — training layers and soft essentials in a quiet neutral palette, built to be worn well past the workout. “Movement, simplified. Built for the in-between.” The brief the storefront has to serve is the one every apparel label has: a catalog that stays browsable as it grows, and a checkout that doesn’t feel like a detour.
What it does
- Full catalog across eleven categories — tops, bottoms, bras, hoodies, jackets, joggers, leggings, shorts, sweatshirts, long sleeves, t-shirts
- Three curated collections — Core Essentials, Studio & Training, and Outer Layers
- Product pages with variant selection, sizing, and cart, priced $48–$138
- Region-aware routing, so pricing and availability follow the visitor’s locale
- An editorial Journal running alongside the shop
- The full commerce surround: FAQ, size guide, shipping and returns, payments, terms, privacy
- Membership signup for early access, and free shipping on every order
How it works
Commerce runs on Medusa, with the storefront a React app built on TanStack and served behind Cloudflare. Region handling is the structural decision: every route is namespaced by country (/us/...), and a first visit resolves a region and pins it to a cookie. That means locale isn’t a runtime toggle bolted onto a global catalog — it’s part of the URL, so prices, currency, and availability are correct on first paint and every page is shareable exactly as the visitor saw it.
The catalog is modelled as categories and collections in parallel rather than one nested tree. Categories are the garment taxonomy a shopper navigates by; collections are how the brand merchandises across it. Keeping them independent means a windbreaker can sit in Jackets and in Outer Layers without either hierarchy needing to know about the other.
The Journal shares the same rendering path as the catalog, so editorial pieces and product pages get the same typography, image handling, and layout system instead of a separate CMS-shaped island.
Notes
The restraint is the design. A neutral palette, product cutouts on off-white, generous whitespace, and lifestyle photography carrying the mood — with the interface staying out of the way. That only works if performance holds up, which is what pushed region resolution to the edge and kept the storefront’s payload lean.