The Regulars

The Regulars, a Los Angeles-based performance apparel brand founded by fashion veteran Eytan Moldovan, targets athletes who value routine and discipline. Blending bold colors with modern American sportswear, the brand embodies focus and momentum. We partnered with them to lead a full-scale identity overhaul and build their e-commerce experience from the ground up, creating a system built to represent athletes who show up, every single day.

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Before any visuals, we started with strategy. Through research and discovery, we defined who The Regulars are, who they speak to, and what sets them apart in a crowded sportswear market. We shaped their brand voice and personality around the athletes who make up their community: people who show up consistently, without needing a reason beyond the sport itself. That foundation led to everything, including the tagline that now anchors the brand. Every Day Matters.

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The original monogram had the right instinct but needed structural work. The R shape lacked stability, the mark was sitting at too steep a slant, and a detail too small to hold up at scale was keeping it from feeling complete. We rebalanced the letterform, corrected the angle, and made the detail bolder so the mark performs consistently whether it's on an apparel tag or a screen.

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We designed and developed the full e-commerce experience on Shopify, built around the way their customers actually shop. Interactive product sections let users explore every angle and detail, while dedicated spaces highlight the technology behind each piece. A loyalty system rewards the community that keeps coming back, and the overall flow was crafted to be fast, intuitive, and true to the brand at every step.

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A visual identity rooted in contrast. Black, white, and red. Stripped back, high-impact, and unmistakably athletic. We extended that language into the photography direction, building a visual world that captures the energy of the court and the culture around it, letting the community see themselves in the brand.

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