Recent ·Sweden ·Picked 2026.10.18
Icebug
Outdoor footwear e-commerce website design reference — E-commerce・Earth tones・Read and buy side by side・Product grid
Source：icebug.com ↗ Checked 2026.10.18
Editor's note
What this site does
An outdoor footwear store that tells the story of one new shoe, then lets you buy it with a price a scroll later.
Conversion
Notes
What you see
The first screen holds a single new shoe — Hede NT, a sneaker for fall and winter — and two buttons side by side: READ MORE and SHOP NOW. People who want to read and people who want to buy are separated in the same place.
Scroll once and the FALL & WINTER grid begins, with product name, colour name and price in GBP lined up consistently. The palette is dark earth tones that stay out of the photographs' way.
What to take from it
When the brand-story page and the shop live apart, the story page becomes a dead end. Putting "read" and "buy" next to each other on one screen avoids that break.
Switching currency along with the region (en-GB) is the baseline rather than a nicety for any business selling abroad.
Typography
Typefaces
| Element | Desktop size / weight | Desktop line height | Mobile size / weight |
|---|---|---|---|
| h1 | 88px / 400 | 0.90 | 43px / 400 |
| h2 | 12px / 400 | 1.40 | 12px / 400 |
| h3 | 15px / 600 | normal | 15px / 600 |
| Body (p) | 12px / 400 | 1.40 | 12px / 400 |
| Button | 12px / 400 | 1.40 | 12px / 400 |
Measured values (desktop 1440px, mobile 375px, 2026.10.18). The most frequent setting for each element is shown. Sites that use h1 for a logo or small label will show a small h1.
Download
Download the wireframe
This structure, as a wireframe you can edit in Figma
The page structure above, rebuilt from DevNJ's wireframe parts. It contains none of the original site's copy, images or code.
Using it in Figma
- Download the SVG.
- Drag and drop the file onto a Figma canvas.
- It opens with one layer group per section — start by reordering sections or replacing the copy.
Text comes in as text layers (set in Noto Sans JP).
Screenshots are shown at reduced size as quotations supporting the commentary. All rights in the design, copy and images belong to Icebug and their respective owners. The wireframes are not copies of the original site; they rebuild its structure from DevNJ's parts. Owners or designers who would like this entry removed or corrected can contact us; we respond within two business days. Featured on: Recent
