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Orma · 2025
Field Notes
An outdoor label built around observation, not conquest.
Strategy · E-commerce · Editorial
The brief / The shift
Field Notes reframes performance wear through the language of landscapes and slow attention. The experience balances precise product information with generous editorial pacing and a visual system derived from weather markers.
+73%time on story
2.4 smobile LCP
31%repeat visits
A system built to transform without losing its centre.