Inseam

Inseam is a complete shop for an independent clothing label that publishes its measurements. It starts from the reason most clothes bought online go back: the size was wrong. The first screen is one full-bleed black-and-white photograph with the words It fits. set at poster size, and the jacket's shoulder, chest and length drawn on the picture in tape yellow. The display type has a width axis, so headlines stretch and narrow like a tape as you scroll.

A shopper pulls three tapes to their chest, waist and hip once, and a size letter changes beside them. After that every product page says which size to take, in a sentence that gives the reason; every plate shows that size and draws the garment's measurements on hover; and the line sheet lists all twelve pieces with their numbers in that size. Trousers are hemmed to an inside leg at the bag. Checkout is a hand-off you set in one place: Shopify's own cart link, a Stripe Payment Link per product, or a demo mode that says plainly that no payment is taken.

There are 24 page types: two home pages, shop, category, product, lookbook, a look, size guide, My fit, bag, journal, article, about, people, a person, workrooms, shops, a shop, fittings and contact, alterations and repairs with prices, help, careers, terms and privacy, a 404, a style guide and a licence and changelog page. Five collections hold twelve pieces, eight looks, eight journal notes, six people and six shops. The palette is studio grey, graphite and one tape yellow; all other colour comes from the clothes, shown as cut-outs on light plates. The label, its people, prices and stock are invented, and the photographs are for demonstration only, so replace them with your own before you publish.