LCCC | eCommerce Redesign

This is a self-initiated redesign for La Carrera 416, a culturally driven streetwear brand rooted in cycling and self-determination.

The existing site didn’t reflect the strength of the brand. My goal was to build a sharper, more intentional eCommerce experience that communicates identity, creates desire, and makes shopping easy.

La Carrera 416 has a strong philosophy and a loyal following. But the website doesn’t support the brand’s depth or energy.

No clear value proposition or story above the fold

Poorly structured navigation and visual layout

Collections have meaning, but the stories aren’t introduced or explained

The hero section lacks impact and doesn’t invite you in

Product pages feel empty; missing detail, trust, and character

The site lacks a defined brand identity and doesn’t feel professionally built

As a result, the brand doesn’t come through. It feels flat, like something important is being hidden behind weak design choices. That needed to change.

The goal wasn’t just to redesign a website, it was to make the brand legible. The spirit of Maquina Humana, cultural pride, and movement had to come through in every detail.

I focused on three core areas:

Brand clarity – Start with who they are and why it matters

Product storytelling – Treat each piece as part of a larger narrative

Conversion structure – Design a path that supports curiosity and buying

Rebuilt from the ground up.

Bold headline rooted in the brand’s values

Visual rhythm that guides the user from identity to product

Clear sections for collections, story, and movement

Created a complete brand story from scratch.

Clean layout

Tone aligned with how they speak

Covers origin, mindset, cultural roots, and global crew

Rewrote everything.

Description that ties into the collection theme

Accordions for fit, fabric, philosophy, and shipping

Social proof added as a quiet brand statement

Clear hierarchy and mobile-ready flow

Good design reveals what already exists. La Carrera didn’t need a new identity, it needed a site that understood it.

This project shows how eCommerce UX, copy, and structure can strengthen a brand that already has meaning but isn’t expressing it.

If you’re building a brand with strong values and the website isn’t pulling its weight, I’d love to help.