Irregular choice is a UK-based footwear and clothing house with stores in London, New York and Tokyo.
Irregular Choice is a very independent British brand, and with a passion for individuality and a highly refined aesthetic they have accumulated a devoted following for their products. They had outgrown their old site and were looking to develop their business online to both create a ‘brand world’ as well as an international e-commerce platform. With our diversity of skills we were perfectly positioned in both design and development to adapt our approach to fit.
Working with their internal design team and senior management, we proceeded to digitise the Irregular Choice world. The site took the form of a brochure style front end with the shop sitting behind it. The brochure site illustration used newly developed coding techniques to make it come alive, fully emphasising the brand’s quirky personality. The e-commerce site focusses on showcasing the products and features some great little tricks such as location detection adjusting the site to wherever the user is visiting from, offering the best user experience possible.
As with all our projects, we built the site on our own highly customisable e-commerce platform. This enabled us to fit the site around the client’s needs and desires rather than making them work around an off-the-shelf solution. The site now integrates with their stock system, monitoring and managing products from all their stores worldwide and online. We continue to work with Irregular Choice developing their site alongside their expanding product range.