Edie Parker is a brand of vintage-inspired clutches, handbags, and other accessories based in New York City. Founded in 2010 by designer Brett Heyman, Edie Parker sprang from Brett’s love of mid-century style and constant search to find the perfect acrylic clutches in vintage shops. Inspired by these bags made in America in the 1950s and 1960s, she began collecting the vintage purses and researching their long lost designers and original fabrication techniques. When Brett could no longer find the clutches she coveted, she decided to remake them for a new generation using the same technique; meticulously handcrafted in America.Our focus for the Edie Parker Shopify website launch was to establish a more intuitive navigation and develop a new visual system that brings the product to the forefront and showcases lifestyle content in context. After understanding how users were currently shopping, we restructured the navigation to create clear pathways to key pages without extra clicks. With a focus on bringing product forward, each product category within the navigation highlights products to give users a look at what they might find and the opportunity to jump right in. Product pages feature a fixed scroll that lets the product shine alongside its details in combination with video and look book content lower on the page.Find your favorite bag at edie-parker.com.

By Lucas Ballasy, Partner & Associate Creative Director