Unsincity

Unsincity is a project I’ve wanted to execute for a long time. It’s an experimental streetwear brand built around a philosophy of limited-edition drops and truly unique pieces.

I didn’t want to just launch a brand, I wanted to build the entire infrastructure behind it. The goal was to make sure the technology was just as sharp and intentional as the aesthetic.

The Tech Stack: Speed & Security for Drops

For a drop-based model, performance is non-negotiable. The site needs to be fast and able to handle sudden traffic spikes without breaking. I chose Next.js and Sanity.io to give me that level of speed and flexibility.

Tag-Based Revalidation

I didn’t want to rely on full site rebuilds every time a product sold out or a new drop went live. I did use ISR (Incremental Static Regeneration) at first but later on realized that I can optimize it better. Then came tag-based revalidation using Sanity webhooks.

This allows specific pages to be revalidated instantly. If a product detail changes in the CMS, the webhook sends a signal or new data and the cache in NextJS gets stale and on the next visit the client gets the fresh data and so it reflects on the frontend immediately without affecting the rest of the site’s performance.

Server-Side Pricing

Security was a major focus, especially since this was my first e-commerce build. To prevent any client-side tampering, all pricing logic lives on the server.

When a user adds an item to their cart, the final price is validated against the database on the backend. This makes the checkout process secure and impossible to manipulate from the browser.

Branding & Design

The visual identity is heavily influenced by Y2K, streetwear, and chrome aesthetics. The logo was designed to feel metallic, sharp, reflective, and aggressive.

Typography

Archivo Narrow was chosen because like in the name it's narrow. Good fit for an e-commerce website where information density sometimes matters a lot.

And as for the UI the website is intentionally minimal. The goal was to let the branding and the clothing speak the loudest, while the interface stays out of the way.

Product & Production

We didn’t take shortcuts with the clothing. @alnuresuprio worked on sourcing manufacturers to find the right fabrics and custom fits that aligned with the vision for Unsincity.

We weren’t interested in basic blanks, every piece needed to feel specific and intentional to the brand.

On the marketing side, @tamzid.toufik handled outreach and ads, making sure the drops reached people who are genuinely interested in experimental streetwear.

The Studio Shoot

Execution matters, so we handled the creative process ourselves. We set up our own studio and shot with a Sony a6400 paired with a Sigma 35mm f/1.4 prime lens. That combination gave the images a level of clarity and depth that made the textures really stand out.

Me and @tamzid.toufik stepped in as models for the shoot. It was a fully hands-on process from start to finish. I also handled all content editing, video cuts, and product photo retouching to ensure the final visuals stayed true to the brand’s identity.