Halfmoon Athletic Club
A made-up streetwear label, built to show what a custom online store can do when the brand has an idea behind it. Drops land at every real half moon, and the whole site runs on the sky.
Halfmoon Athletic Club is a fictional brand made up by Worthy to show this kind of work. It is not a real company.
The brief
Most clothing stores look the same: a hero photo, a grid of products, a cart. The brief for Halfmoon was a store you would remember, where the reason to buy (a limited drop) is built into the page itself.
What we built
- Tonight's actual moon on the homepage, lit to its real phase in WebGL from a public-domain NASA photograph.
- A live countdown to the next first or last quarter, which is when the next drop lands.
- The next jacket waits in the moon's shadow until the drop, so the product reveal is the brand story.
- Scroll through "the month" and the moon waxes and wanes, with two drops along the way.
- A working bag with sizes and quantities, ready to connect to a real checkout.
- Menu jumps play a short eclipse instead of a plain scroll.
The signature moment
The moon is the signature. It is real, it changes every night, and it turns "limited drop" from a marketing line into something visitors can see coming.
How it was built
Designed and hand-coded from scratch: no templates, no page builder. Fast on phones, tested on real devices and every major browser, and built so the content can be updated without breaking the design.
What it means for your business
Any store with releases, seasons or limited runs can work this way: a countdown that means something, a reveal that builds demand, and a bag that feels like part of the brand instead of a plug-in.
More work
Whitlock & Hale
Bramblework
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