About the client
Dechkotzar is a Belgrade streetwear brand founded by two graphic designers. What started as T-shirts sold hand to hand has grown into a full range of clothing and accessories for men, women and kids, sold online and in two Belgrade stores.
The challenge
A big catalogue with a strong local voice.
Dechkotzar had grown into hundreds of products, dozens of collections and a steady stream of collaborations, from the Belgrade series to limited drops with artists and scientists. The challenge was giving that variety a clear structure, so customers could find what they wanted without losing the humour and character that make the brand recognisable.
The solution
From a busy catalogue to a clear journey.
We organised the experience around how people actually shop the brand: by who they are buying for, by product type and by story. Seasonal drops and collaborations lead on the homepage, the core range sits in a clear navigation for men, women and kids, and every product page puts the graphic first.
What we did
01
Information architecture
Making a large range easy to navigate.
Men, women, kids and accessories became the backbone of the navigation, with product types and signature series like Beograd and Reke never more than two clicks away.
02
Content hierarchy
Giving drops and collaborations a stage.
Seasonal collections, limited editions and collaborations each received a dedicated homepage module, so new stories can launch without crowding the core range.
03
Visual direction
Letting the graphics do the talking.
A clean, neutral interface, generous product imagery and restrained typography keep the focus on the prints, illustrations and local references behind every piece.
04
E-commerce system
Building for a growing catalogue.
Reusable collection, product and campaign templates in Serbian and English let the team add new products and collections without new design work.
01
Designed around how people shop.
A gift, a favourite series or the latest drop.
Whatever brings customers to Dechkotzar, navigation by audience, product type and collection gets them to the right products quickly, whether they know exactly what they want or are just browsing.
02
A stage for every story.
From the Belgrade collection to collaborations like dr Cosmic Ray and DBB, each story gets its own place on the homepage. Editorial banners and focused copy introduce the idea, then lead straight into the products.
03
From storytelling to checkout.
Collection and product templates shift the focus to browsing, sizes, prices and decision-making, while keeping the visual language of the homepage consistent all the way to the cart.
Outcome
Local character, made shoppable.
results
One cohesive brand and commerce system.
The final design brings Dechkotzar’s collections, collaborations and core range into one consistent system across the homepage, collection and product pages. A clear structure gives the brand room for its humour and local stories, while making it easier for customers to find, compare and buy.
What clients say
We wanted a store that feels as playful as our designs, but works like a serious shop. Now there’s finally room for every collection, collab and story.
NIKOLA & NENAD RADOJČIĆ — FOUNDERS, DECHKOTZAR
