Advanced-garde hiking


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. As a result of this, their clothing is designed to keep up with their users.


KÜHL were looking for a team with expertise in web design to achieve the results they wanted, but they also needed assistance in designing promotional materials such as email campaigns. Capicua played and plays an important role in designing Kühl’s ecommerce, and promo materials.

We develop the hiking clothes-business' new image, through the design of their website and creating marketing and ecommerce campaigns.


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


KÜHL’s story 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. Their livelihood relies on client’s satisfaction with their products, and they define themselves as independents. No private equity, no paid celebrities, and no paid athletes: their greatest value are their pure and simple products.


Team’s main challenges involved redesign their website that allowed them to achieve better results, so we needed to put special focus on their ecommerce while maintaining their core values. They also wanted their new branding to be reflected in promotional material such as email marketing.

The dare was to improve user experience while also maintaining their origins.

We develop the hiking clothes-business' new image, through the design of their website and creating marketing and ecommerce campaigns.


Worth Mentioning:

During our first project with KÜHL we created an excellent working relationship, and now we’re involved with regularly, revising the design of their website and producing email campaigns. After COVID hit, 80% of KÜHL sales were made online. We are the team that leads digital marketing and ecommerce for their company.

We achieved a solid revisualization of the company’s web, giving it a more contemporary and clean look. The new site features an easy-to-navigate interface, a mobile-responsive framework and interaction with users via blogs and articles.

This involves a new version of the homepage, along with 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 creative choices. This process involved coordinating with the company’s team to get content, images, and level of items in stock.

Since KÜHL has a specific audience, we follow their style guidelines in each project we do for them. Their audience is interested in high-quality products and their design aesthetic is bold and polished. In this process, we put special focus on maintaining the right image with their customers. Due to our quick and excellent work, KÜHL has continued to seek us out for new projects.

If you want to know more about us,

search through Capicua's projects!