Archives: Websites

Asphaltgold is a German sneaker and streetwear retailer founded in 2008, selling footwear, apparel, accessories, running and outdoor kit and a small homeware and beauty range, alongside its own Asphaltgold label. It ships worldwide and runs physical stores in Darmstadt and Frankfurt am Main. The shop is built on Shopify with a custom theme and serves English, German, Dutch and French.

Website Design

Three typefaces with three jobs. Headlines are set in Uniform Condensed, sublines in the serif Canela, and body copy in Inter. The condensed sans keeps category headers tight at large sizes while the serif marks the editorial passages that sit under products.

Black on white with one grey shelf. Text and headlines are pure black on white, and the only structural tone is a cool light grey used to separate blocks. A single red is held back for highlights rather than spread across the interface.

A mega menu carrying the whole catalogue. The header expands into brand lists, silhouette lists such as Adidas Samba, Nike Dunk and New Balance 1906, and style lists covering terrace casual, retro runner, canvas, vegan and waterproof. Most of the site sits one click below the navigation.

Shopping Experience

Released, not simply stocked. Upcoming products carry a release date and countdown in place of a buy button, and raffles are listed separately as active or ended.

Size and colour on the product page. Each item selects on size and colour and states delivery terms inline: free shipping from 160,00 €, a 14 day right of return, and free returns from Germany on orders with a return value of €60 or more.

Restock capture instead of a dead end. A sold out size prompts “Your Size is missing? We notify you by E-Mail when your size is in stock”, turning an out of stock variant into an email signup.

Sale entered by depth or by budget. Reductions are browsable as 20%, 30%, 50% and 70% tiers, by brand, or through price gates such as Sneakers under 60€ and Everything under 25€.

Brand Storytelling

A three word value line. “Culture. Aesthetics. Dedication.” runs in the page title and returns in the homepage copy as the stated motif behind the own label collections.

Product pages carry essays. The Crocs x Patta page explains Patta’s Amsterdam origins and the Surinamese root of the name, and a Material and Technology panel beneath it tells the history of the Vibram sole.

Notable Features

Shop the Look. Styled outfits are merchandised as a browsable section, so shoppers can enter through a look rather than a category.

An app and a run club. The footer promotes the Asphaltgold app, and Bad Habits Run Club appears in the navigation as a brand within the active range.

Four languages and localised terms. Language switching sits in both header and footer, and the shipping notes flag that shipping and returns conditions vary by delivery country.

Guides as a support layer. Blog entries on washing sneakers, cleaning fabric and leather uppers and building a capsule wardrobe are linked from the homepage footer area.

Footshop is a global medium that connects culture, subcultures, groups and individuals together into a collective with on thing in common – love for streetwear.