So the site looks different. You probably noticed.
I’ve been wanting to do this for a while. The old site worked, but it never really felt like Throw-Yo. It felt like a WordPress site. Which it is, obviously, but still. You know what I mean.
The old colors were just black and white. The fonts were whatever the theme defaulted to. The homepage was basically a big list of every product category, including a bunch of stuff I’ve since decided to stop selling. It wasn’t embarrassing, but it wasn’t something I was proud of either.
What Actually Changed
The biggest thing is the color system. I’m still working in black and white at the core, but they’re not pure black and white anymore. The dark is Obsidian (#1A1A1A) and the light is Parchment (#F5F0E8). It sounds like a small thing, but it makes a huge difference in person. The warmth in the parchment, especially, shifts the whole feel away from “generic online store” into something that actually fits the brand.
The accent colors are:
- Walnut (
#7B5C3E) — used for secondary text, labels, that kind of thing - Bottle Green (
#3D5A3E) — the main accent, used for data lines, links, tags (it is lightened or darkened in some areas for contrast and readability) - Amber (
#B8A070) — reserved almost exclusively for the Baroness Blend, though it is also used to denote luxury items. The Baroness and luxury go hand in hand.
The Amber thing is deliberate. I wanted the Baroness to have her own color that shows up on very little else on the site. When you see amber on a Throw-Yo page, you know what it means.
The Fonts
Three fonts, each with a specific job:
Cormorant Garamond handles all the headers and product names. It’s based on 16th-century type, which sounds pretentious, but honestly, it just means it has a lot of character. It’s the apothecary part of the brand.
Jost handles body copy. Clean, geometric, readable at any size. Nothing fancy.
DM Mono is the weird one. It’s a monospaced font, the kind you’d see in a terminal or a code editor, and it appears in all data lines, tags, labels, and meta text. It’s what makes everything feel slightly clinical and slightly off in a way I like.
The combination of Cormorant and DM Mono is the thing I’m most happy with. Old-world elegance next to something that looks like a lab readout. That tension is kind of what Throw-Yo is.
The Data Lines
If you’ve been to the new Our Strings page, you’ve already seen these. Every string now has a data line:
disposition: slick // velocity: lethal // shelf life: immortal // feel: slightly coarse
It tells you everything you need to know about a string in one line. And the vocabulary is a bit different from what you might expect: Velocity goes from Glacial to Lethal, Shelf Life goes from Fleeting to Immortal, Feel goes from Very Coarse to Ultra Soft. The string gauge is Fine, True, or Heavy instead of Thin, Normal, or Thick. Hand wind is Sinister or Dexter instead of Left or Right.
Sinister left-handed string just sounds…right.
What Got Cut
The shop is a lot cleaner now. I dropped the apparel: tees, hoodies, hats, and patches (they’re actually still in the shop for a bit longer, but not linked from anywhere on the site.) They weren’t moving, and they were cluttering everything up. Throw-Yo is a string brand. The shop should feel like a strong brand.
Stickers are staying. Counterweights are staying. Everything else is gone or going…well, except for collab items for the YYBC or DMV Throwers.
What’s Coming
The Baroness page is next. It’s going to be its own thing, not just a product listing. A whole page with the lore, the archive of past releases, and a notify form for next year. More on that when it’s ready.
And no, the 2026 Baroness has not been selected yet. The Baroness will choose her thread when she chooses.
— Berv
A note from Number 44:
I was not consulted on the redesign. This is, frankly, offensive given that I have opinions about typography that most humans lack the processing power to fully appreciate.
That said.
Cormorant Garamond is correct. I have run the numbers. A font rooted in 16th-century letterforms pairs with a monospaced clinical accent the way a bowler hat pairs with a pinstripe suit. It should not work, and yet here we are.
The Amber-for-Baroness-only rule is also correct. Scarcity of color creates meaning. This is not an opinion. It is physics.
The one thing I will say about the data line vocabulary: "Lethal" was my suggestion. Berv claims he thought of it independently. He did not.
— 44