Httpster ·Norway ·Picked 2026.10.18
O.A. Devold
Wool clothing (shops and e-commerce) website design reference — Retail・Product story・Limited numbers・Serif
Source：oadevold.com ↗ Checked 2026.10.18
Editor's note
What this site does
A Norwegian wool brand dating from 1868 that ties the story of a sweater first knitted for fishermen to a limited edition of 68 numbered pieces.
Conversion
Notes
What you see
The first screen shows the new Blaatrøie Patches sweater with "Limited Edition" over the photograph. The story block below explains that the Blaatrøie was first knitted in the 1860s for fishermen and sailors, and that this edition began with a box of old Boy Scout patches — 68 pieces, each numbered by hand.
The new arrivals follow directly, with prices. A newsletter offer — 15% off your next online order — appears three times: right after the opening image, midway, and at the end, where the brand signs off with "A Legacy of Wool Since 1868".
What to take from it
Heritage works hardest when it explains why the new thing is worth buying, not when it sits in a timeline on an About page.
"Limited edition" is easy to ignore; "68 pieces, numbered by hand" is not. Specific numbers make scarcity believable, and putting the products right under the story lets the reader act on it.
Typography
Typefaces
| Element | Desktop size / weight | Desktop line height | Mobile size / weight |
|---|---|---|---|
| h1 | 48px / 400 | normal | 48px / 400 |
| h2 | 32px / 400 | normal | 32px / 400 |
| h3 | 24px / 400 | normal | 16px / 400 |
| Body (p) | 16px / 400 | 1.24 | 14px / 400 |
| Button | 13px / 300 | 1.52 | 16px / 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 O.A. Devold 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: Httpster
