Keep It Underground — from prototype to a live shop
An underground brand that turned its March prototype into an open online shop on 2 October 2026: 22 products with original graphics, made on demand, checkout on Fourthwall, the same terminal aesthetic.
| Type of evidence | Studio's own product. The founder's own brand and online shop. |
|---|---|
| Whose problem it illustrates | A brand that had an identity and a prototype, but no shop where you could actually buy. |
| What it does not prove | Sales figures are not published here. The prototype's artist fund and technical garment standard did not make it into the live shop. |
| What you can order from this | Web brand foundation · 590 € |
Problem
Keep It Underground started in March 2026 as a prototype: a brand for the people who build the systems other people dance inside. The prototype proved the identity and the experience, but nothing could be bought from it — the catalogue was a sample and the checkout a demo. That is why the earlier version of this page said “Prototype”, not “Live”.
System
On 2 October 2026 keepitunderground.com became a real shop. The /shop and /shop/[slug] pages read Fourthwall's public catalogue on the server (Storefront API, the token never reaches the browser, 60 s revalidation). The cart lives in the browser, but at checkout the server re-validates every variant and quantity against the live catalogue, creates a Fourthwall cart and redirects to the hosted checkout — no price is trusted from the browser. Products are made on demand; on 2 October 2026 the shop listed 22 public products. The identity stayed the same: black ground, acid green, Bebas Neue and Space Mono, square buttons, terminal aesthetics.
Decisions
The live shop is more honest than the prototype, and therefore smaller. The prototype's Stripe/EUR demo checkout, sample catalogue and artist fund pages were removed; the home page and story no longer promise money to artists, because that mechanism does not exist. The technical standard of the garment lines stayed in the prototype — the shop sells objects with original graphics for the desk, the studio and the wall, not technical workwear. Fourthwall runs the catalogue; the code and design live in the brand's own repo. Brand and studio remain separate: this page shows what the studio built, it does not sell the brand's products.
Metrics
22 public products (source: keepitunderground.com/shop, 2 October 2026). Checkout re-validates prices on the server and the catalogue refreshes within 60 s (source: kpt-underground PR #4). Sales and traffic figures are not published here.
Stack
Next.js, React, Fourthwall Storefront API and hosted checkout, Vercel (project kpt-underground).
Product screens
Screens from the public shop at keepitunderground.com, captured on 2 October 2026 (1440 × 900 and a 390 × 844 phone).
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