Concept store. Activewear, Surry Hills
A concept store for a running brand that puts the run club and the kit on the same page.
The brief
Paceline is a fictional Surry Hills running label, designed as a concept by Laneway Commerce. It is not a real client. The imagined brief: a small brand with a loyal run club wants a store that feels fast, shows fit properly for every body, and gives club members a reason to come back to the site each week.
High contrast, built for speed
Black, white and a single volt accent keep the store sharp, with heavy uppercase type that looks like a race bib. Product photography does the work, so the layout stays quiet: big images, short copy and a grid that loads quickly on mobile, where most run-club traffic will arrive.
The hero is a full-bleed image of a runner in motion. A strict speed budget keeps the page light, because a running brand with a slow site loses the point.
Fit that cuts returns
Apparel returns often come from fit. Each product page links to a size guide with body measurements, and fit notes (true to size, size up, compression) sit next to the size selector. Sizes run XS to 3XL, and size availability is shown clearly so nobody clicks into a dead end.
Fabric and care details are written as plain lists. Running buyers read fabric weight and fibre content, so we give them both.
Australian specifics
Prices include GST. Australia Post covers most parcels with StarTrack as the express option, and the page spells out dispatch cut-offs in AEST. A New Zealand market is a sensible next step, using Shopify Markets for NZD pricing.
Afterpay and Zip are offered on jackets and bundles. See more on activewear stores or how we approach conversion.
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