Tobby Vogue

Overview

Tobby Vogue is a Nigerian menswear label making urban and traditional pieces, from danshikis and kaftans to cropped shirts and drape pants, all custom-made and delivered nationwide and worldwide. I designed and built a menswear fashion website for Nigeria's DM-first shoppers: a multi-page store where the clothes are seen on a real person and every piece leads straight to an order.

The challenge

The label sells through Instagram DMs, which works for loyal followers but leaves new visitors guessing about prices, sizing, timelines and how to order. The goal was a site that captures the feeling of seeing someone actually wearing the clothes, organises the collection properly, and makes the DM conversation faster rather than replacing it. Instagram can't pre-fill a message, so the ordering flow had to work around that.

What I built

• A fitting-room hero: the model's photos cut out and face-aligned, set in front of a giant TOBBY VOGUE wordmark. Looks swap with a top-down scan-line reveal, swipe on touch, and a "Now wearing" card shows the piece, price and an Order button.
• Shop with Native and Urban filters, plus nine individual product pages.
• An order-note builder on product pages and /bespoke: pick the piece, add size or measurements, colour and date, and the site copies one clear message and opens the Instagram DM.
• A drag-to-turn lookbook arc with full-size looks.
• A bespoke flow and measuring guide explaining the four steps from choosing a piece to delivery in 3–5 working days.
• A real customer comment from Instagram, used as the only testimonial.

Design & build

The identity centres on the gold angular "TV" monogram, which I rebuilt as a hand-fitted SVG with a gold-foil gradient carried across the site. Archivo, condensed and set in heavy uppercase, gives headings a confident fashion-magazine weight. The site is static HTML, CSS and JavaScript, generated by a small Python build script that writes every page from shared partials and product data, with cache-busted assets, a sitemap and ClothingStore structured data. Animation sticks to transform and opacity, with pre-blurred shadow images, so the hero stays smooth on phones.

What it delivers

This concept gives Tobby Vogue a storefront that shows the clothes on a body, answers the questions customers usually DM about, and hands each buyer a ready-written order. See how I approach ecommerce builds.