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.


The company works with different hiking-related items, like articulated knees, gussets, stretch panels, and reinforced pockets. Furthermore, its differential factor is the durability and long life of their products. As a result of this values, their clothes can keep up with their users’ lifestyle.


KÜHL‘s crew was looking for a team with expertise in web design, to achieve its best results. On top of that, they needed assistance in design materials, like email marketing campaigns. Since then, Capicua plays an important role in KUHL’s ecommerce, as well as their aesthetics and branding.

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.


The brand’s story starts in 1990, with a group of outdoor sports enthusiasts, in Wasatch Mountains, Utah. Relentless weather, and challenging conditions, taught them that independence could thrive with courage and humbleness.

KUHL does not have shareholders or VC investors, and its owners take this as a huge advantage. Furthermore, they have no private equity, no paid celebrities, and no paid athletes. They firmly believe that their livelihood relies only on client’s satisfaction with their products. As a result of this, its clients and products are their biggest asset, and they define themselves as independents.


From the start, our team’s dare was resigning their web, in order to achieve better results. Moreover, the venture needed their new branding on promotional materials. As a result of this, we put special focus on their ecommerce, while maintaining their core values.

The main challenge was to improve their user experience, remaining faithful to 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, we created an excellent working relationship with KÜHL. Thanks to this, we’re regularly involved in their campaings: monitoring their site, and creating marketing pieces for them. Currently, after COVID’s hit, KUHL has an 80% rate of online sales. We’re the team that leads their ecommerce and digital marketing strategies.

We accomplish a solid rebranding for KUHL’s platforms, that gives them a cleaner and more contemporary look and feel. Their new site features an easy interface, with a mobile-friendly responsive framework. This includes a new version of the homepage, product pages, and the checkout experience. Nowadays, the site also has more interaction with its users, via blogs and articles. Our team also provides the brand a set of designs for email blasts, with integrated formats and creative choices. Through this process, we’re in constant collaboration with the venture’s team, to access content, images, and stock.

The brand has a specific audience, so we follow their style guidelines in every project we do with them. Their audience is interested in high-quality products, while having a bold and polished design aesthetics. With this in mind, a priority for us is always keeping the right image with their core customers. Due to our quick and excellent work, KÜHL continuosly keeps seeking us out for new projects.

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