➡️ Go to the website

Peak & Vale makes travel and outdoor clothing for people who split their lives between time zones. One day it’s a meeting by the Shard, the next it’s a red-eye to Tokyo, and after that a trail in the Pacific Northwest. The whole brand is built on natural fibres like Merino wool, Tencel™ and bio-based nylon, with a long-term goal of going 98% bio-based by 2030.

When they came to me, there was no product on shelves yet. They had prototypes, a fabric development process that takes months, and a small community they wanted to bring in early. So the site couldn’t work like a normal store. It had to make people feel like insiders before a single garment shipped, and it had to explain why the brand moves slowly without that looking like a weakness.

The tricky part was tone. Peak & Vale has a strong, slightly cinematic personality, with project codenames, classified prototypes and invite-only drops. The site needed to lean into that world properly while still being clear, fast and easy to sign up from.

Homepage: A layered hero that sets the “life between cities” idea, with live local and London clocks and coordinates for a travelling, always-on feel. Below that, prototype cards show each garment’s composition, properties and fabric weight, styled like spec sheets rather than product tiles.

Terminal: An experimental, almost game-like page with a session countdown, “clearance required” prompts and archive and film entries. It turns the waitlist into something people actually want to unlock.

Roadmap: A transparent timeline from R&D and fabric development to pre-order, production and private launch, plus a “Research Facility” section for upcoming projects like Kaze and Phantom. It’s honest about how long things take, and that honesty becomes part of the pitch.

Mission: A calmer page focused on the “Make Your Mark. Leave No Trace.” philosophy and the move away from polyester.

Waitlist flow: Every page leads back to one clear action, requesting access. The perks (lifetime drop access, founder discount and a direct say in future prototypes) are laid out so joining feels like a real deal, not just a newsletter.

Figma for the design system, page layouts and prototyping the more unusual moments, like the Terminal, before building them.

Framer for the full build, including the motion, live clock components, video-led sections and responsive layouts that hold up on mobile.

Mailchimp connected to the waitlist and footer signup, so every new member goes straight into the team’s list for drop announcements and updates.

A pre-launch site that feels like a brand world, not a “coming soon” page

One clear path to the waitlist from every page, backed by perks that give people a reason to sign up now

A roadmap that turns slow, careful product development into a trust signal

An identity that stands out in a crowded outdoor and travel apparel space without losing clarity

A setup the team can grow into, with room for pre-orders, the journal and new prototype drops as the brand moves toward launch

Peak & Vale was a really fun one. It had a strong concept, a brand with real character, and a client who was happy to try things most sites wouldn’t. The result gives them a home for their community well before the first product ships.

Let’s build something together 🚀 I design and build Framer sites for brands that care about how they show up, from launches and waitlists to full eCommerce. If that sounds like you, let’s chat.

⤵️ Book a call!

https://cal.eu/framlix/intro-call-framlix