Bellroy want to help you become a "Slim Ninja". Roughly translated this means they sell wallets. The difference between Bellroy and every other wallet maker trading online is that they have created a wonderfully observed piece of brand storytelling around streamlining the world's pockets/lives. They've tapped in to a popular notion of de-cluttering and built conversational content around that.
Not only does the web journey follow this all the way through, but it's ultimately fulfilled with the product and it's delivery.