Advanced-garde hiking

Kühl’s started in 1990 with a group of outdoor sports enthusiasts.. They have no private equity, and no paid celebrities or paid athletes: their greatest value are their pure and simple products. Since COVID, 80% of Kuhl sales are made through the website; we are the team that leads digital ecommerce for their company.





Web & email marketing design & development


From brand design to data management for the site


Since 2017


Kühl had an existing ecommerce website that needed to be redesigned. They were looking for a team with expertise in web design to achieve the results they wanted. They also needed assistance in designing promotional materials such as email campaigns. Capicua played and plays an important role in designing Kühl’s ecommerce site and promotional materials.


Kühl is a Utah-based company established in 1990 by a group of outdoor sports enthusiasts. They offer a line of high-quality hiking pants and shorts, performance shirts, outerwear and outdoor clothing.


They work efficiently with different hiking-related items like articulated knees, gussets, stretch panels, reinforced pockets, and cuffs, offering durability and long life. Their clothing is designed to move and keep up with their users.


The main goal was to update their vision with high-tech and branding.


Kühl’s story as an independent brand began in 1990 by a group of outdoor sports enthusiasts in the Wasatch Mountains. The relentless weather and challenging conditions taught them that, with courage and humbleness, independence could thrive.

One of their biggest values is that they don’t have shareholders or VC investors, and their livelihood relies on client’s satisfaction with their products. They define themselves as Independent. With no private equity, no paid celebrities, and no paid athletes, their greatest value are their pure and simple products.


The main challenge was to redesign their website, putting special focus on their ecommerce, in a way that allowed them to achieve better results, while also maintaining their core values. They also wanted their branding to be reflected in promotional material such as email marketing. The dare was to improve user experience while also maintaining their origins.


We created a new version of the home page, product pages and the checkout experience. Also, our team made a set of email blasts for Kühl, creating a format that integrates the text with images and allows for creative font choices. This process involved coordinating with the company’s team to get content, images and level of items in stock.

Taking into account that Kühl has a sophisticated demographic that is interested in high-quality products and their design aesthetic is bold and polished, we follow their style guidelines in each project we do for them, careful to maintain the right image with their customers.

Due to our quick and excellent work, Kühl has continued to seek us out for new projects.

Worth Mentioning

During our first project with Kühl we formed an excellent working relationship with the company. Now we are involved with regularly revising the design of their website and producing email campaigns. After COVID, 80% of Kuhl sales are made through the website. We are the team that leads digital for their company.

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