Public Myth

The website

Public Myth makes timeless sustainable activewear, yoga clothing and swim — fashion-forward and eco-conscious. Antimatter built a shop experience that sells the lifestyle and the materials story without slowing product discovery.

The challenge

Sustainable fashion sites often preach harder than they sell. Public Myth needed a store that felt elevated and shoppable: collections for movement and leisure, clear fabric/eco messaging, and PDPs that convert without greenwashing noise.

The strategy

Balance brand ethics with commerce: lifestyle heroes, tight collection IA, and PDPs that lead with fit/feel then prove materials. Keep mobile grids fast and let Instagram traffic land on collection pages built for browsing.

What we did

• Sustainable fashion storefront with lifestyle-led homepage
• Collection architecture for activewear, yoga and swim
• Materials and eco story integrated without blocking purchase
• Photography-first PDPs with clear size and care cues
• Mobile-optimised browsing for social traffic

The outcome

Public Myth has a live shop that looks as considered as the clothes — an owned home for organic, social and seasonal campaigns.

Stack & craft

• E-commerce
• Brand UX
• Mobile-first
• CRO