Hand built in Derby, Mercian cycles have been exported all over the world, hence one of our traditional head crests states “Mercian Cycles, the world over”.
Mercian Cycles
Archives: Websites
eCommerce Websites
Hunter
Founded in 1856 by an American on Scottish soil, Hunter is renowned for handcrafted rain boots and all weather icons.
Private White V.C.
As the last remaining clothing factory from the world’s first industrial city we have a remarkable story to tell.
Airblaster
Airblaster is a snowboard outerwear brand based in Portland, Oregon, selling jackets, pants and bibs, the Ninja Suit one-piece base layer, streetwear, headwear and accessories across separate men’s, women’s and youth lines. The About page describes the company as “a small team of lifetime board dorks, with jobs” and states that it is independently owned, with production in Vietnam, China and Japan. Built on Shopify, selling direct alongside a dealer network.
Website Design
System type, no web fonts. The theme requests no custom font at all. Body copy is set in Helvetica, Arial, sans serif, with text at rgb 64, 64, 64 and headings at #141414. The result is a chrome that gets out of the way of the photography.
A grey and white ground. Page backgrounds alternate white with #f5f5f5 and #f1f1f1 panels, and a #3b3b3b announcement bar runs across the top. Nothing in the interface is brand coloured, so saturation arrives through imagery and swatch labels such as Bode Cactus, Honey Bucket Dark Navy, RealTree APX and Snow Leopard.
Navigation exposes the whole catalogue. MENS, WOMENS, NINJA SUIT, YOUTH, HOT DEALS and ABOUT each open a multi-column panel listing every sub-collection down to Face Masks, Neck Gaiters and Stickers. Every label is set in capitals.
Shopping Experience
Filters first, discounts everywhere. Collection pages open with Filter and Sort by controls covering price, size, product type and a show or hide toggle for out of stock items. Most cards in the men’s jackets grid carry a discount flag between 20% and 39% off, with the sale price first and the original struck through. Colourways are printed as text under the price rather than shown as swatches.
Short product pages in the brand voice. Colour and Size selectors sit above a Size Guide link, quantity and Add to Cart, followed by a Description and a More details accordion. The copy is not spec sheet writing: the Commodity Beanie page argues that “black is actually all colors combined, so black is for people who really like colors more than anybody else”.
A cart drawer with a shipping meter. The drawer opens on “You are $150.00 USD away from free shipping”, limited to the contiguous US, then offers a You may like row of stickers and gift cards.
Brand Storytelling
The About page is four questions. WHO, WHAT, WHERE and WHY each get a one line answer and a short paragraph, followed by a HISTORY block that places the founding in a Portland basement.
Sustainability is written without hedging. The page states that all products are made without PFC or PFAS, that black lining taffeta is recycled or solution dyed, and that 47% of garment styles use recycled main body fabric. It also tells shoppers to buy fewer new things.
Notable Features
ExpertVoice pro pricing is built into the template. Product and collection pages carry a deal block that resolves an ExpertVoice discount at checkout for verified industry buyers.
Per-product sustainability data. Shoppers are directed to a SUSTAINABILITY tab inside each product page for the material specifics behind the headline claims.
A dealer-aware footer. Judge.me star ratings appear on cards, and the footer carries DEALERS, SIZE CHART, WARRANTY POLICY, RETURNS AND EXCHANGES and EU WITHDRAWAL.
Airblaster Shop Category page example
Airblaster Product page example
Airblaster Checkout page example
Airblaster footer example
Nigel Cabourn
Nigel Cabourn, a true outerwear specialist, is driven by a long standing passion for vintage clothing, fabric, and details.
MINIMAL INC
Founded by Scott Wilson, our award-winning work spans a diverse range of industries from technology, interaction and consumer products to fashion, furniture and environments.
Alfie Douglas
Handcrafted leather accessories inspired by the soul of London.
BALDWIN
BALDWIN was created in 2009 by designer Matt Baldwin. While Matt and his wife Emily ran their successful Kansas City boutique, Standard Style, customers asked for the perfect, American-made premium denim.
Blue In Green
Men’s denim lifestyle store in SoHo NYC specializing in the finest Japanese selvedge jeans since 2006.
Blackbird
Established in 2004, Blackbird evolved over time into a fragrance design house specializing in perfumes and incense. The brand is known worldwide for its forward-thinking installations and products.
Reynolds
For well over a century, Reynolds products have been at the forefront of cycling design and engineering, helping manufacturers and cyclists continually push the boundaries of performance.
Odin New York
Odin New York is a Manhattan menswear boutique and fragrance house that sells its own label alongside a stocked roster of outside brands. The catalogue runs to roughly two hundred items: the ODIN eau de parfum line and home fragrances, shirts, knitwear, tees and trousers from labels such as HOWLIN’ and Escuyer, plus bags, incense, wooden toys and a PUMA collaboration. One store backs the site, on Greenwich Avenue, open seven days a week. Built on Shopify using the Blockshop theme.
Website Design
Greyscale with one navy. The theme tokens are almost entirely neutral: near-black text at #272727 on white, panels in #f7f7f7, a light grey footer and hairline borders at #ebebeb. The only saturated colour is the navy behind sale badges, with sold-out badges in dark grey.
Figtree as the only typeface. Navigation, section headings and product cards all run in the same sans, with headings set small and upper case so the wordmark stays the largest type on the page.
Editorial rows alternating with product rails. The homepage runs a full-width lookbook image, then a horizontal scroll of products, then another image. Collection promos sit between them as single photographs with a one-line caption and a View link.
Alt text written as description. Lookbook images carry long alternative text describing pose, garment and setting rather than a filename, which is unusual on a fashion storefront.
Shopping Experience
Vendor name printed under every product. Each card shows the title, the brand beneath it and the price. For a multi-brand shop this does most of the navigational work that a filter panel would otherwise handle.
Collections organised by label, not by category. The shop menu lists brands as its top level, so a shopper browses by maker first and garment type second.
Sold out items stay on the shelf. Discontinued and out of stock pieces keep their place in the grid with a badge, and their product pages swap the add-to-cart button for a back-in-stock email capture.
Short product pages, longer fragrance pages. Clothing pages carry a variant selector, a quantity field, an add-to-cart button and a brief description. Fragrance pages expand into a note pyramid split across top, middle and base, a volume in millilitres and a caveat that international shipping is not offered on fragrances and candles.
Brand Storytelling
The fragrance line is numbered before it is named. Scents are sold as 01 Sunda, 02 Owari, 03 Century and so on, promoted under the heading A Journey in Scent, which frames the range as a series rather than separate products.
Copy written as travel writing. Fragrance descriptions read as geography: spice trade routes, juniper from the Himalayas, sandalwood from the West Indian shores.
Notable Features
A collaboration lookbook as a homepage section. The PUMA collection gets its own editorial block shot on location at Coney Island, sitting inside the store rather than on a separate microsite.
A wide price ladder in one grid. Incense strips at $17.00 sit in the same catalogue as outerwear approaching $600.00.
Wholesale, careers and store hours in the footer. The trade and recruitment routes are given the same weight as returns and contact.
Odin New York Shop Category page example
Odin New York Product page example
Odin New York Checkout page example
Join our community for the latest trends and ecommerce tips.
