QLINE | Adam Hölzl

The brief

A brand born online has one chance to look real.

QLINE arrived in 2025 as a new name in premium activewear: no history, no flagship store, no benefit of the doubt. Everything the brand wanted people to feel had to come through one storefront, built from scratch. The assignment was the whole machine: design it, build it, run it, and make a first collection feel like a fifth.

My role

UX and UI designThe path from first visit to paid order, drawn before any template existed.
WooCommerce buildCustom front end, configured back end. A greenfield store, not a theme.
Product architectureCatalog structure, variants and management that survive a growing collection.
Payments and logisticsStripe for payment, DHL Express for delivery. The unglamorous half of premium.

The collections, the photography and the brand's voice belong to QLINE. The store that carries them, from pixel to payment, was mine.

Building the store

Premium is a feeling a checkout can break.

Fashion is judged by feel, and so are fashion stores. Generous whitespace, product-first photography, one soft accent color and no noise anywhere near the money moment. Everything below the surface, performance, image discipline, responsive behavior, exists so the surface never has to try hard.

The QLINE storefront: a pilates studio scene with branded shelving and a soft pink call to action — The storefront. A new name, standing still with confidence.

The shopping experience

From first look to paid order, without a doubt in between.

Most fashion is bought on a phone, so the store was designed one thumb wide first. The same calm then scales up: a shelf that lets the clothes speak, a product page that answers every question before it is asked, a cart that responds immediately.

The QLINE product page on a phone — The product page, one thumb wide.

The QLINE product detail on desktop with gallery, swatches and a soft pink add to cart — The same confidence at desktop width.

The QLINE collection grid — The shelf. A grid that lets the clothes speak.

The QLINE cart drawer confirming an added item with checkout one step away — The cart answers at once. Checkout is one quiet step away.

Motion

A store is not a poster; it moves under your hands. This is how QLINE answers scrolling, hovering and browsing: quickly, softly, without asking for attention.

The homepage, browsed at reading pace.

A product card, answering a hover.

The mobile store, at walking pace.

Reflection

A new brand cannot borrow trust. The store had to lend it.

Thousands of pieces sold in the first year proved that the quiet approach carries weight. People do not buy from a website; they buy from composure. Nothing works alone, and at QLINE even the checkout speaks the brand.

Previous project ONYX Brand Identity

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