Paper Denim & Cloth

Web Store Design

Feb. 5, 2013

Paper Denim & Cloth is a ready-to-wear fashion line with denim at its core. The philosophy is simple: easy but elegant dressing. AllofUs collaborated with McCann NY to create an online store with these brand values in mind.

Our remit was to produce information architecture and front end designs for the store; to create an exciting platform to display the extensive product range. The client's easy, modern and effortless brand ethos informed our visual direction, lending itself to an ultra-simple design with bold images and typography, for a clean and simple shopping experience. We produced high level wireframes on which to base the visual designs and then built the store on the existing, fully customisable, off the shelf platform Shopify.

We included lookbook and paperclip (blog) sections, each with their own individual style, in-keeping with the overall design of the site, which includes a number of visual patterns and marks that the brand can own. We also made social connectivity available on every page to drive the site forward.

Paper Denim & Cloth doesn't currently have any bricks and mortar stores, so it has been especially important for us to correctly communicate the brand's core values on this site, as it is where all their products are sold. We were assigned to the project following the debut of Paper Denim & Cloth's Spring 2013 collection in July – an inspiring and innovative campaign using Instagram, featuring a Lookbook shot entirely on an iPhone and revealed live on the internet.