Denim Society is a proudly Canadian fashion label offering high-quality, affordable jeanswear and apparel for men and women. With a focus on accessible, design-driven denim since 2002, the brand needed a modern eCommerce platform to match its evolving collections and growing customer base. SFWP Experts partnered with Denim Society to reimagine their digital storefront—from homepage to checkout—with a focus on fashion-forward visuals, mobile performance, and conversion-driven UX
Project Overview
Industry
Fashion · Denim · E-commerce
Services
Web Design, Web Development, Content Strategy, UI/UX, SEO/SEM
Challenges
Outdated design & slow UX
The previous site didn’t reflect the brand’s clean, modern aesthetic or deliver a smooth shopping experience—especially on mobile
Minimal product education
Customers lacked sizing guidance, style filters, or material breakdowns, creating uncertainty at the point of purchase
Underutilized brand story
Denim Society’s “Designed in Canada” origin and value-driven philosophy were not visible in key user flows
Weak SEO structure
Category pages lacked optimization and visibility for essential terms like “high-rise skinny jeans” or “Canadian denim for men.”
Research & Discovery
We worked closely with Denim Society’s team to understand their brand DNA and ideal customer profiles—spanning everyday shoppers to young fashion seekers. Key takeaways included:
Fit is everything
Customers wanted fit clarity, lookbook examples, and easy navigation by rise, cut, and stretch level
Style-first journeys
Inspiration sells—users browsed based on style or collection before diving into individual products
Made in Canada matters
Shoppers responded positively to ethical sourcing, local design, and value transparency
Solution
Contemporary Web Design & Visual System
Created a sleek, fashion-forward UI with bold hero banners, campaign imagery, and hover-based product interactions
Designed dynamic filtering by fit (e.g. slim, relaxed), rise, wash, stretch, and gender
Elevated Canadian design elements with badges, homepage callouts, and a “Why We Create” brand story page
Conversion-Driven UX & eCommerce Optimization
Rebuilt the shopping experience with larger images, in-stock indicators, and size/fit guidance directly on PDPs
Integrated shoppable lookbooks and “Complete the Look” bundles
Implemented persistent mini-cart, wishlist features, and a streamlined checkout with express pay options
SEO/SEM & Performance Strategy
Structured meta tags, product schema, and breadcrumb trails to improve crawlability
Launched Google Ads and retargeting campaigns focused on seasonal drops, sales, and evergreen styles
Responsive Design
Every element—from fit guides to product carousels—was built mobile-first. Gesture-based navigation, quick-add buttons, and a swipeable collection gallery ensured that denim discovery on the go was as smooth as it is in-store
Outcome
178
increase in mobile conversion rate
119
boost in average pages per session
57
decrease in product return rate due to improved fit clarity
132
year-over-year growth in organic traffic
