A retail-first direct-to-consumer storefront that could plausibly connect to Shopify, Snipcart, or a headless commerce stack — built to show that ClixFeed's range extends beyond service-business brochures into structured ecommerce UX.
Fictional direct-to-consumer storefront built end to end by ClixFeed to demonstrate catalogue discipline, basket-building cross-sell, and values-led retail storytelling.
This is a self-contained interactive prototype. Form submissions and bookings stay in-browser — they are not stored.Thread & Loom — live concept ↗
Sustainable fashion brands face a positioning paradox online. Visitors want ethics and transparency; they also want a shopping experience as fluid as any conventional retailer. A slow, preachy, or visually dated site undermines the very values the brand claims — and sends people back to marketplaces.
Thread & Loom was created to replace an earlier, darker decorative concept with something more commercially useful. It is a ClixFeed portfolio piece showing that the studio can design and validate the full shopping experience first — and connect Stripe or platform checkout second.
A DTC fashion site must do all five at once. The concept addresses retail mechanics and brand story as a single experience, not two competing pages.
IA follows how people actually shop — browse, filter, add, return to cart — with the brand essay deliberately placed second.
| # | Section | Role |
|---|---|---|
| 01 | Announcement bar | Shipping or values message — retail convention |
| 02 | Navigation | Shop taxonomy, lookbook, impact, repair |
| 03 | Hero | Seasonal focus with shoppable entry |
| 04 | Product grid | Filter by category, size, material |
| 05 | Quick add & cart | Persistent cart drawer |
| 06 | Lookbook | Editorial cross-sell — outfit as basket builder |
| 07 | Impact passport | Per-product lifecycle storytelling |
| 08 | Repair programme | Retention and values signal |
| 09 | Footer | Policies, contact, concept credit |
Scroll orderSee the season → filter to my size → understand why here → add and check out.
Every garment ships with a passport a visitor can read in thirty seconds — fibre origin, maker, lifecycle stage, and what to do at the end of its life. It answers the trust question right where the purchase is happening.
Demonstration figures. Real garments should publish only verified supplier data — the format is the pattern, the numbers are the client’s responsibility.
The passport is built once as a flexible component, then populated per garment by the studio team — the same piece of data powers the product page, the cart drawer, and the printed care card that ships with the order.
Four choices define how the storefront behaves — and how honestly it labels itself.
Cart state persists via localStorage where permitted — demonstrating stateful UX without a backend. That is precisely how ClixFeed scopes real projects: settle the experience, then connect the platform.
Clear type hierarchy, consistent product cards, visible price and size, high-contrast actions. Colour is airy and neutral so product colour reads true — critical for apparel.
Primary action: add to cart → checkout. Secondary: explore lookbook, read impact passport, submit repair interest.
For product brands, fashion labels, and specialty retail moving off a marketplace or rebuilding a storefront.
Categories, filters, search, and product detail patterns designed for scan speed rather than visual novelty.
Real interaction states built in the browser, ready for platform integration rather than mocked in a static image.
Lookbook content that behaves like a basket builder inside the same responsive system.
Sustainability or origin detail placed at product level, where it supports the purchase instead of interrupting it.
Static build with no framework lock-in — the integration layer stays a separate, later decision.
Demo versus live behaviour labelled clearly in the interface, which is what a client should expect by default.
To make a similar site live, a client would typically connect the following. The concept de-risks each one by settling layout, component behaviour, and mobile flows first.
Sustainability claims only work when the page can survive a sceptical reading. Structure the proof; do not perform it.
That a values-led retail brand can combine product discovery, cart persistence, and sustainability storytelling in a static front-end ready for commerce-platform connection — without fake sales data or customer reviews.
Share your catalogue shape, platform, and timeline — we'll come back with a scope outline that reflects what the project actually needs.
