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Site of the week: Edwin Europe

Japanese denim meets London cool to deliver a sophisticated fashion brochure



Defying this distinctly European dotcom, the Edwin label originated in 1947 from a Japanese passion for denim. Built by interactive design studio Sennep, this eCommerce brochure blends trendy lookbook features and currently a 2015 Spring/Summer collection catalogue with innovative extras.

Teaming up with musicians and collaborators, visitors can also enjoy art films and exclusive mixED DJ mixes powered by SoundCloud. Navigation starts intuitively from a dynamic four-panel, rollover splash page and a quick access fly-out menu.

Shoppers can then move down easily to zoom in on the garments they desire, complete with 360-degree fitting guide for choosing jeans. “We focused on creating a clean design and user interface to allow customers to move through the buying process with ease,” explains Barrie Bloor, associate director at Sennep. “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, 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.”

An imaginatively shot lookbook section models complete outfits, facilitating zooms and closer inspection via clickable tool-tip hotspots

Vimeo-hosted video content such as ‘Blue’, produced by recognised collaborators, reinforce Edwin’s eclectic brand identity