Hillman Grad Bookstore

Hillman Grad, Lena Waithe’s media company, wanted to extend its cultural influence beyond film and television into fashion—launching a collegiate-inspired merchandise line that paid homage to legacy, education, and identity. The challenge was creating an online store that didn’t just sell clothing, but carried the spirit of the Hillman Grad brand—bold, intentional, and rooted in culture. The digital experience needed to feel premium, easy to navigate, and aligned with the brand’s voice.

We led the design and development of the Hillman Grad Bookstore—a clean, mobile-first e-commerce platform built to support the launch of their fashion-forward collegiate merch line. We focused on creating a sharp, minimal storefront that let the product speak while reinforcing brand values through typography, structure, and flow. The store was built to scale, with integrated backend systems that made it easy for the Hillman Grad team to manage drops, inventory, and promotions.

The Hillman Grad Bookstore launch marked a successful brand expansion into fashion—bringing Lena Waithe’s vision to life in a way that connected with fans and followers beyond the screen. The merch became a wearable expression of the Hillman Grad ethos, with early drops selling out and the store gaining attention across culture, press, and social. It proved the power of brand-aligned merch when paired with a seamless digital experience—positioning Hillman Grad for continued growth in commerce and cultural relevance.