English Sports Shop
Clothing Company
Website Build
Hamilton, Bermuda
2024
This project was developed to modernize the English Sports Shop’s digital storefront while preserving its rich heritage and classic Bermudian style. With a legacy dating back decades, the goal was to reflect the brand’s reputation for quality menswear—including Bermuda shorts, blazers, and resort wear—through a sleek, user-friendly e-commerce experience. The scope included a complete site overhaul, from visual branding to online sales functionality.
Summary
As one of Bermuda’s most iconic retail brands, English Sports Shop had a loyal customer base but lacked an online platform that truly reflected its heritage and offered streamlined shopping. This project was significant because it brought the brand into the digital age while honoring its traditional values, helping reach a broader audience, including international customers.
One major challenge was digitizing a large, diverse catalog of apparel while maintaining a consistent brand feel. We solved this by organizing the site around intuitive categories (e.g., “Island Formal,” “Nautical Leisure”), using lifestyle photography to tell a visual story. Another obstacle was balancing classic design with modern e-commerce functionality—addressed through custom UI elements that preserved elegance without sacrificing speed or usability.
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