Urban Thread
Fashion E-Commerce
Urban Thread is a fashion storefront built on the way people actually shop for clothes: in quick, repeated passes across a grid, comparing dozens of garments before committing to one.
Designed & developed by Entrovix
- Year
- 2025
- Discipline
- Fashion RetailCommerce DesignEngineering
- Services
- Commerce StrategyUX/UI DesignFront-end Engineering
- Built with
- Next.jsTypeScriptHeadless Commerce APIAlgoliaEdge CDN
The Challenge
Shopping happens at grid speed
Nobody buys the first shirt they see. A fashion shopper sweeps the category page in bursts — a dozen products glanced at, two considered, one opened — and repeats that loop until something holds. The grid is where the store is won or lost, and most storefronts treat it as a corridor to the product page.
Filters make things worse when they flatter the catalogue. A colour chip that returns almost nothing, a size that turns out to be gone at checkout — each small dishonesty teaches the shopper to stop trusting the controls. The brief was a grid quick enough for that browsing rhythm and truthful enough to keep the filters worth using.
The Approach
How we worked
Let the garment be the card
Product imagery fills each card and the interface shrinks to a caption beneath it — name, price, nothing else until a shopper leans in.
Filters that tell the truth
Size, colour and price chips state their consequences as they are applied, and the style count above the grid restates the result plainly.
Stock truth on the card
Low stock is declared in the grid, on the garment it affects, rather than discovered at checkout after the size has already been chosen.
Budget the grid
Category pages were built to a strict rendering budget, because a grid that stutters mid-scroll breaks the browsing rhythm the whole store depends on.
The Solution
The category page is the store
The page leads with a four-across grid of garment imagery, priced and captioned, beneath a filter row of size, colour and price chips with a running count of matching styles. The utility bar keeps the shipping threshold in view, and the cart count holds its corner of the nav.
Stock state lives where the decision happens: a Low stock tag sits on the card that has earned it, a New tag on the arrival that has, and nothing else interrupts the clothes. Filtering redraws the grid in place, so the browsing loop never has to restart.
Inside the product
What it actually does
The Outcome
What it settled
- The grid, not the product page, carries the store
- Filters state their consequences as they are applied
- Stock truth appears on the card, never at checkout
- Interface trimmed to a caption beneath the clothes
That was some of our work
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