&Threads Online Fashion Boutique

Update: I’ve not been involved with &Threads since May 2015.

I’ve been working on the &Threads Ecommerce store since January 2014. It takes a long time to build a startup from the ground up and I have a lot of respect for anyone who has done it. I’m not saying I didn’t have respect for startup founders before, I think appreciating the work is different to actually having to do it. That oddly enough reminds me of an old joke which goes along the lines of I love work, I could sit and watch it all day

The founding team of &Threads was Paul Simon (Founder or Young Designers Emporium+Über Flavour), Simon Leps (CEO at Fontera), Steve Jones (Retail marketing boffin), Souzaan Reynolds (Fashion buyer), Fran Raubenheimer (Lead Magento Developer) and myself.

I had to wear many hats during the initial build process. Constantly having to change your job title it difficult, but what makes it worse is that there is no title for “trying-to-do-everything”. Perhaps spread too thin would suffice. Seriously though, titles, like growth hacker and full stack marketer, don’t actually cut it when you’re working from brand, to strategy, to Ecommerce design, to marketing. I eventually stopped trying to rationalise it and now, I just think of this kind of work as Startup Ecommerce Marketing.

My roles in &Threads launch were:

  • Logo Design
  • Brand Design and Vision
  • Input on Strategy
  • UX and Ecommerce Template UX Improvements
  • Media Planning
  • Helped establish PR process
  • Copywriting (Writing call to action text is not for the faint hearted)
  • Digital Marketing like PPC, SEO and Social Media

So please check out the live site and buy something.

View the live site

Screenshots below

&Threads Homepage Design

And Threads Product View

And Threads Mobile Product Page


About Nicholas

I love helping people and solving problems. I am currently working on:
A Cape Town Fibre ISP – Atomic Access
A South African 2-for-1 Dining Deal Platform – Going Out
Borderless Blockchain Mobile Network Operator – World Mobile
From England and currently living in Cape Town, South Africa. Say hi!
Learn more about Nicholas.