Underscored | Plastic-Free Performance Sportswear

Underscored makes plastic-free performance sportswear: no polyester, no nylon, no elastane, just natural and bio-based fibres engineered for the court. We built their Shopify storefront and shaped the brand positioning around one uncompromising promise.

For the Underscored project, we partnered with a team asking a hard question: what if performance sportswear didn’t have to be made from plastic? Two years of fabric development went into their answer, and our job was to give that work a storefront worthy of it.

Most activewear is synthetic, shedding microplastics with every wash and wear. Underscored takes the opposite path, with natural fibres, British design, and manufacturing in Portugal. We carried that story across the site, from the hero through to the product pages, so the sustainability message reads as a standard the brand holds rather than a marketing afterthought.

The build pairs a clean, editorial storefront with the conversion fundamentals a growing brand needs: fast pages, a considered shopping experience, and email capture wired through Klaviyo. The result is a Shopify store that looks at home on a grass court and sells like a serious performance label.