New Day Same Pain began as an Instagram-based digital magazine, sharing the music, films, and artists behind its 1990s and 2000s references. Since 2020, it has grown into an underground clothing brand with a cult following: limited releases sell out repeatedly, and some customers have tattooed its logo.
We have designed and developed every version of the store from its inception. The first translated the brand's DIY, underdog energy into handwritten type and culturally connected music videos playing behind the products.
The second used a cleaner, more assured design. A code-rain background kept it from feeling too conventional.
Every version of the website followed a change in the brand itself.
The third version brought the operations expected of a mature label, including dedicated customer support. We integrated order tracking directly into the website, so customers could follow purchases without leaving the brand experience. Commerce stays intentionally direct, while loose, Tumblr-like arrangements of editorial photography keep the world around the clothing alive.
The fourth iteration was designed alongside NDSP's move into luxury fashion and is due to launch in July 2026. Built with Shopify's Hydrogen stack, it delivers an ultra-fast browsing experience. The garments are now cut and sewn using custom patterns and fabric treatments. This is the fourth site we have designed and developed for NDSP since 2020.