GeWiz Fashion

The brief

GeWiz is an independent streetwear label with Caribbean roots and a made-to-order model. As the site itself puts it, every piece is made when it is ordered, drops land monthly, and nothing gets restocked. The label sells in person too, at pop-ups, festivals and carnival weekends, but it needed a shop of its own rather than a marketplace listing or a link in a bio.

The brief was a proper online shop: a catalogue that carries the brand's voice, product pages with real buying information, a checkout people trust, and a back office one person can run without a developer on call. Direct to the customer is the whole point of the label, so the site had to work the same way.

What we built

We designed and built the storefront around the clothes: a near-black page, bone-white text, a tall condensed display face for headlines and a monospaced accent for prices and labels, so the embroidered caps and heavyweight cotton do the selling. The catalogue splits into four categories, tees, caps, sets and accessories, and every product page carries multiple photos, a size guide and plain-spoken care notes written in the label's voice.

Checkout hands off to Stripe. UK shipping is free over £80 and calculated at checkout below that, and both outcomes get handled properly, with a payment received page and a payment cancelled page that sends people back to their cart. Order confirmations go out by email automatically. Around the shop sit a story page, a sustainability page, an FAQ, and a Find Us page with an interactive map of the pop-ups, festivals and stockists that carry the label.

The part nobody sees matters most: a private dashboard where the owner edits titles, prices, photos and availability, and a setup wizard that walks through connecting payments and order emails in numbered steps. Every paid order lands in the owner's inbox ready to pack and post. The shop runs without us, which was the point.

The details that mattered

• 01

  The type system does the brand work: a tall condensed display face for headlines, a monospaced face for prices and labels, and a quiet sans for body copy, all set on a near-black ink background so the product photography carries the colour.

• 02

  Product pages hold real buying information, not filler: a size guide with chest and length measurements, descriptive alt text on every photo, and care notes as specific as wash cold and hang to dry.

• 03

  Card details never touch our code. The cart hands off to Stripe Checkout, and payment received and payment cancelled each get their own page, so a failed payment is a dead end for the card, not for the customer.

• 04

  The admin was written for one person: a setup wizard connects Stripe and order emails step by step, the first photo on a product automatically becomes its storefront image, and every paid order is emailed to the owner to pack and post.

• 05

  Even the 404 stays in voice: could be a stale link, could be a drop that's gone. On a brand-led shop the small pages are part of the brand too.