We took a deep dive with Fella Swim to rethink their online presence. 


The design and build for Fella Swim's website features a custom Shopify theme. Like their made-to-order swimwear, the site focussed on immersing customers in a sensory retail experience. 

Fella celebrate different body shapes and want everyone to look and feel good. To help customers find their perfect set of swimmers, tops and bottoms can be altered on the product pages. Guidance can be found on the beautifully illustrated Style Guide page. 

Launched at the height of COVID-19, the site's performance has exceeded expectations at both Australian domestic and International sales. 

The project also features:

Flexible, generously proportioned mega-menu
Full width layout
Really cool style guide
Product customisations
Mobile first design
Product carousels on collection pages


Shopify eCommerce
UX and UI
Web Design
Web Development
Integrations with Klaviyo 

Fella Desktop Home 3
Incu Desktop Nav
Digital Nomad Working From The Beach 4 V2
Fella Desktop Black Top Details V2


The site needed to manage virtually infinite combinations of colour and styles. We developed a custom Shopify app for filtering and discounting that allows users to quickly personalise their swimwear, while orders are processed seamlessly. 

Fella Web Gif