A new online store for Edwin jeans – a visual shopping experience for an innovative denim brand

Online store

Edwin Visit website
We had the pleasure of working with Edwin, an authentic denim brand priding itself on innovation and craftsmanship. Edwin utilise exclusive fabrics and fabrication along with hand wash processes to continually progress their offer...

After extending their bricks and mortar retail presence in Europe with new stores in Paris, Milan and Berlin they also wanted to bring their online shop up-to-date.

A thorough analysis of Edwin’s existing website analytics, user journeys and target audience provided a starting point on which to build.

We focused on creating a clean design and user interface to allow customers to move through the buying process with ease. That, paired with Edwin’s carefully considered content, makes for an image-led experience. From the branded video clips on the homepage to big bold product shots providing a fantastic level of detail, the visual content is maximised within the browser.

By working closely with the client to understand the customer decision process when buying a pair of jeans online, we identified fit as a potential sticking point when making a purchase. To back up the usual measurements and product information provided we felt it important to create an interactive fit guide, to allow the customer to take control when viewing the jeans.

Edwin have built a community around the brand and actively share content to engage with their followers. We created a journal as a hub for general news, music, film, collaborations, offline publications and to aggregate content from Instagram (#Furthercrew).

Each season a lookbook is produced to show both mens and womens lines. Traditionally a printed piece, we have brought it online and linked products to drive sales from the various styles included.

To allow Edwin handle all online orders from their headquarters in Germany the website is connected to their stock management system. Furthermore the front-end is powered by a bespoke multilingual content management system, built by Sennep.


The Lovie Awards
Retail and Shopping - Gold

The Lovie Awards
Best Practice - Silver