Components
Reference React implementations. Each one ships with the same opinion the rest of the system has: editorial first, one orange, restraint over decoration.
Button
One primary per view. Secondary for outlined neutrals. Ghost for toolbars. Link for inline text actions.
Variants
Sizes
Disabled
Tag
Pill chips. Use uppercase + 3px tracking for category labels (SECTOR, VERTICAL). Normal case for descriptive tags (e.g. Hoka, Trail running).
Tones
Editorial eyebrows
Card
The editorial container. editorial sits on parchment. default is for product surfaces. inverted is for hero blocks and dark footers.
Hoka’s next chapter is paved
The trail brand that taught the running world what max cushion meant is quietly recalibrating around road.
On Running
CloudTec, retail rebuild, the LightSpray bet — everything we’re tracking on the Swiss footwear maker.
Trail running, briefly
UTMB acquisition fallout, the Salomon S/Lab repositioning, and three brands quietly winning at the trailhead.
The Operator Briefing
The weekly memo for founders, marketing leads, and buyers. One read, fifteen minutes, no fluff.
Input
Labeled text field with hint and error states. Errors use brand/60, never red.
Sizes
Divider
Editorial rule. Hairline within cards, regular between sections, strong for major breaks.
Regular
Strong
Article Header
The signature editorial block. Eyebrow → headline → dek → byline + date.
The retail rebuild reaches Sun Valley
A small operator’s brand store outsold its biggest wholesale account this winter. We went to Idaho to find out why.