Nobody had ever bothered to make tzitzis feel good.
Tzitzis are worn every day, by millions of men, under everything else — and for as long as anyone can remember, the garment itself has been an afterthought. Nobody thinned the fabric. Nobody thought about fit, or heat, or the guy who's already sweating through his shirt and now has one more layer to deal with. Anan set out to fix that: a next-generation tzitzis built from a high-tech performance fabric, the kind non-Jewish brands use for their best undershirts — feather-light, breathable, flexible, and holding up beautifully in the wash, with strings engineered not to unravel and a hechsher from respected rabbanim. All of which left one problem. This was a brand-new product, in a category with no innovation to point to, asking $50 a pair. Anan's website couldn't just look nice. It had to make people believe a tzitzis could be worth that — and then get them to buy.
.png)
Yael Miller had already built the brand and packaging, and brought Motif in as a partner for the web. Our job was to carry that identity into an experience that felt as considered as the product. The result is clean, quiet, and confident — a site that looks like a modern performance apparel brand, not a Judaica shop. That distinction mattered more than anything else on the page. The moment a visitor lands on Anan, they should understand that this is a serious product from a serious company, and that the price is the price for a reason.
.png)
Beautiful was table stakes. The site was built to convert from the first frame. We structured the homepage to lead with the product benefit and the hechsher in the same breath: comfort and halacha, side by side, because a buyer needs both before he'll consider a switch. We built education and reassurance into the purchase path: what the fabric is, how it washes, why the strings hold, what happens if it doesn't work out. Multi-packs are merchandised as the obvious choice, so first-time buyers upgrade themselves. Email capture is built in from day one and feeds real flows, so the launch produced a list along with sales.
.png)
.png)
A new brand rarely has the photo library it needs, and product photography for something worn under a shirt is genuinely hard. We started from Anan's real product shots and used AI to extend them — new angles, new poses, lifestyle scenes, and hero video — so the site had the visual range of a mature brand while every image stayed 100% accurate to the actual garment.
.png)
Anan launched to sales that most new Shopify brands never see, with reviews that landed just as strongly. The comfort claim held, the price held, and the audience took the product seriously from the first day it existed. Anan is already expanding the line. The site did what it was supposed to do and more — it took a startup with one product and made it read like an established brand, immediately.
.png)
.svg)
