Northvane
A headless storefront that loads instantly and feels like the brand.
The Field Jacket
Waxed cotton. Built for weather and years.
Add to cart — $240Northvane is a concept build for a direct-to-consumer brand that refused to look like every other theme. It's a study in how far an AI-native team can push commerce craft — editorial design, real performance, a checkout that doesn't leak — on a four-day clock.
01 — The challengeWhat we were solving
Off-the-shelf commerce themes converge on the same template, and every extra step in checkout quietly costs sales. The brief: a storefront that feels art-directed, scores green on Core Web Vitals, and gets a shopper from product to paid in as few taps as possible.
02 — The approachHow we built it
Headless from the start. We generated art-direction routes with AI, curated to one confident system, and built an editorial product page plus a one-tap checkout on top of a headless commerce backend — with a CMS so the team ships content without a developer.
The Field Jacket
$240Product pages that sell
An editorial PDP with gallery, sizing and one-line add-to-cart — designed like a lookbook, not a database row.
Checkout that doesn't leak
Wallet-first, card fallback, total always visible. Every step removed is a sale kept.
Editorial PDP
Product pages that read like a lookbook, not a spec sheet.
One-tap checkout
Apple/Google Pay first, with a fallback that never loses the cart.
CMS without devs
Merchandising and content edits ship without touching code.
Green Core Web Vitals
Edge-cached and fast — because speed is a conversion lever.
These are build facts, not invented client metrics — Outbuild Lab concept builds, made to show the craft and the clock.