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Shoulder Urban

A streetwear brand that makes short drops and does not restock. It used to sell through Instagram messages, one order at a time. Now it has its own shop on its own domain, and runs it from its own dashboard.

Brief
Swap private messages for a proper shop.
Today
Trading on its own domain, and the first to open on our engine.
Where
shoulderurbanproject.com
Shoulder Urban: how the shop opens
Shoulder Urban: the collections archive
The archive, in sections.
Shoulder Urban: the brand manifesto
The manifesto, on a page of its own.

How it is made

It runs on our engine.

The usual move would have been to rent a shop platform and pay for it every month. We built it on Commerce, the shop engine we made ourselves. From its dashboard, the brand orders the catalogue, picks what goes on the home page and keeps the stock.

One switch turns it off.

When a drop runs out, the rails are empty. One switch in the dashboard turns the whole site off and puts up a sign from the brand instead. When the next drop arrives, it goes back on.

Sold-out pieces stay on show.

A short drop runs out. A sold-out piece does not vanish: it stays struck through, with a button to be told when it comes back. The pieces sit in sections, the same way the brand groups its collections.

What it leaves out

Next work

Nakai

Website · Not published

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