Clotheline E-Commerce
Clotheline
Clotheline
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Category
Web Design
Client
Clotheline Ecommerce
Start Date
April 12, 2021
Designer
Ayodele Babalola
Clotheline
The goal is to achieve carbon-neutral certification for Clotheline’s full product line by June 30, 2026, by partnering with verified sustainable suppliers for 80% of fabrics (targeting organic cotton and recycled polyester) and launching a traceability app prototype in Framer that lets customers scan QR codes to track garment lifecycles—from farm to fit. Collaborate with a UX specialist to A/B test the app’s interface for 90% user satisfaction, then promote via Instagram Reels and a pop-up event in Paris, aiming to boost ethical sales by 50% and secure features in 3 major eco-fashion outlets like Vogue Green.
THE STORY
Clotheline was born in the sun-drenched ateliers of Lisbon in 2022, sparked by a trio of fashion rebels—ex-Vogue stylists and eco-activists—who grew weary of fast fashion's fleeting highs and hidden tolls. What started as late-night sketches on recycled paper evolved into a curated collection of timeless pieces: breezy linen dresses that whisper summer escapes, tailored wool coats built for winters that last, all woven from upcycled threads and low-impact dyes. By 2024, we'd dressed influencers from Copenhagen to Cape Town, hitting 10K ethical sales and earning nods from the Slow Fashion Movement. Today, as we mark three years of stitching sustainability into style, Clotheline isn't chasing trends—it's redefining them, one conscious seam at a time, proving that wardrobe revolutions can be as chic as they are kind to the planet.
My Approach
From a UI/UX designer's perspective, Clotheline's ethos is all about intuitive elegance meets eco-transparency, where every click and fold invites users into a world of mindful luxury. We dive deep into user personas—urban minimalists to globe-trotting adventurers—via Figma workshops and heatmapping tools, crafting journeys that feel as fluid as slipping into silk: seamless filters for fabric origins, 360° virtual try-ons that cut returns by 30%, and storytelling carousels revealing artisan spotlights. Prototyping in Framer supercharges this with responsive magic—parallax scrolls that mimic fabric flow, variant-driven color swatches syncing real-time with inventory, and embedded animations for sustainable impact metrics (like water saved per tee). Our lean team of designers, pattern cutters, and Framer wizards iterates ruthlessly: weekly sprints with user testing via Maze, accessibility tweaks for global inclusivity (AA-compliant contrasts for all skin tones), and code overrides for lightning-fast loads under 2 seconds. It's not mere e-comm; it's experiential commerce—blending haptic feedback prototypes with blockchain-verified supply chains to empower choices that convert curiosity into loyalty, one sustainable style at a time.