About.
Founded in 2021 by former competitive athlete and luxury fashion collaborator Ishi Teiji, AsWeMove makes premium men's performance wear, with the STEALTHSKYN line passing one million pairs sold direct-to-consumer.
Challenge: lower CAC and expand audience without softening premium positioning.
Strong product innovation and brand positioning could not offset rising production costs pressuring margins. Head of Growth Arjun Rastogi knew the page experience after the click and experimentation velocity were the largest open levers on acquisition efficiency. The team also wanted to expand the addressable market by reaching new audiences with the luxury experience the brand demanded.
How FERMÀT worked alongside the team.
FERMÀT let AsWeMove translate premium positioning into educational shopping experiences that converted faster than traditional PDPs.
The transformation was in what the brand asked the page to do. The page stopped being a product display and started being a salesperson. Creative agents wrote "5 Reasons Why" listicles that justified premium pricing by explaining cooling fabrics, 4D expansion stretch material, zero-feel technology, and Voortex supportive technology. Merchandising agents built comparative guides between the Dominate and Aspire collections, helping shoppers find the right product while learning what made each line different. Personalization agents tested video shops against advertorials and 3D-rendered creative against lifestyle photography per audience. Conversion agents continuously refined hero product selection, default variants, image carousels, and descriptions on signal. 19 new experiences launched in three months.
- Education-led "5 Reasons Why" experiences justified premium positioning
- Comparative collection guides helped new audiences pick the right product
- Format experimentation (video vs advertorial, 3D vs lifestyle) tuned per audience
- Iterative refinement of hero product, variants, carousels, and copy
Results.
AsWeMove cut CAC 64%, lifted CVR 21%, lifted RPS 19.5%, and lifted AOV 9.8%. Success in U.S. operations led the team to expand FERMÀT to the Canadian store.
