Patrik Ervell, the CFDA-nominated designer, has always had a talent for giving classics a modern twist. Still something of an up-and-comer, he's quickly established a reputation for updating traditional pieces (like a classic raincoat cut from transparent latex) and experimenting with patterns (think oxford cloth button-downs stained with rust). But for those with the means to buy the designer's clothes, it wasn't always easy to find them. So it makes sense, really, that Ervell would open a uniquely modern e-commerce store. Featuring his signature austere, minimalist aesthetic, the shop is short on marketing copy and big on movement—every image comes to life on a single model. The effect is as hypnotic as it is helpful.