e-commerce hand-crafted shirts
[ Second Sons ]
An e-commerce website for a label of hand-crafted shirts, made by tailors with 45 years of practice.
Case study
Overview
Second Sons is a Singapore label making casual shirts by hand, with tailors who have 45 years of practice. I designed their e-commerce website.
The problem
The casual shirt is the one you actually live in, and yet it’s rarely made with care. Second Sons fixes that, but a premium handmade shirt is hard to sell online when every shop looks the same. The site had to make people feel the cloth through a screen.
My role & team
UI/UX designer on the website.
Process
- Organized the shop around occasions people actually shop for: everyday, summer, dinner, office
- Gave the craft and the fabric their own pages instead of a paragraph in the footer
Key decisions
Shop by moment, not by SKU
Linen for warm days, oxford for every day, sharper shirts for dinner. People shop for a moment in their life, so the collections follow that.
Fabric facts next to the product
“100% Egyptian cotton, 120 gsm” sits right by the shirt, along with care instructions and made to order options.
A library, not a blog
“Our obsessions” is a guide to fabrics, weaves and the formality spectrum. It turns a shirt shop into the place you learn about shirts.
Screen by screen
Home
The Terra Collection up top, then shirts grouped by fabric, with the line “made like they matter”.
Collections
Casual, linen and summer, office and formal, each with a short intro and the cut explained: 11 sizes in a slim relaxed fit made for Asian proportions.
Product page
Fabric, fit, size guide, care, and made to order adjustments for sleeves and body.
The craft
How every shirt is made once, in Singapore: the collar, the panels, the three stage sleeves, the cuffs. The small details are not so small.
Our obsessions
A living guide to cloth, starting with an introduction to shirt fabric.
