FIXR SYSTEMS

Streetwear brand

DFTR

A custom site built around a brand, not a template. The first drop sold out on launch.

What this build does

DFTR is a new streetwear label, Different From The Rest, and ZK had a strong sense of how it should feel before he had a website. He came with the DFTR mark and his product photography, nothing else. Fixr designed the whole look of the brand on screen around what he wanted it to say, wrote the words, and built it on Shopify so the caps sell without the shop getting in the way of the look.

The DFTR homepage: Different From The Rest

About the business

DFTR stands for Different From The Rest: a streetwear label built on the idea that being different is a strength, not a flaw. Its first collection is the DFTR cap in black, light grey, navy and pink, with tracksuits and sweatshirts to come, and the brand talks about identity, confidence and owning what makes you different rather than smoothing it out.

dftrdiff.com →

What it runs on

ReactViteTypeScriptTailwind CSSRadix UIZustandShopifyStoqGitHub

What we built

Branding

  • ZK had the DFTR mark and the product shots. Everything else the brand looks like on screen was designed for the site: the black and the contrast, the type, the way a cap is presented, and the tone of the words.
  • The words as well as the look: the movement, the pillars, the story of why the brand exists, written in the voice the brand needed.

Design

  • A dark, high-contrast site with the collection up front, a lookbook, the story of the movement, and the drops still to come.
  • Product pages with the four colours as swatches, the sold-out state shown plainly, and shipping, returns and FAQ pages so nobody has to ask.

Shopify behind it

  • He had a Shopify account. Fixr set it up and structured it: products, variants, stock and checkout.
  • The site talks to Shopify directly, so the bag, stock levels and sold-out badges are live from the store, and every order lands where he manages it.
  • Pre-orders wired in for drops that are not in stock yet.
The shop, the DFTR cap in four colours
A product page, with colour variants and the sold-out state
Two models in DFTR caps, from the DFTR site

What it did

  • On launch, the first drop sold out through the site.
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The story page, the movement behind the brand
The movement section on the homepage
The collection on the homepage: your different is your power

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Written and kept up to date by Ben Criddle, who builds everything Fixr Systems ships.Last reviewed 2 September 2026