Founded in 2017 by U.S. Rowing team member Jack Carlson, Rowing Blazers is a coveted streetwear brand known for its youthful, self-aware, and ironic take on “preppy” fashion.

After designing and building a series of automated emails for the brand, Barrel worked closely with the Rowing Blazers team to re-imagine their ecommerce experience through overhauling the design and technical aspects of the site.

The newly designed site’s mobile-first approach provides a seamless user experience regardless of device. The various modules and components also present many opportunities to show off the brand’s latest collaborations and collections.

The clothing and accessories are the true heroes of the site experience. The new site offers various methods of viewing the products and provides contextual references to allow users to make informed purchasing decisions.

The new site features streamlined digital components that ladder up to a robust and comprehensive digital design system. This system culminates into an extendable series of templates designed for storytelling, shopping, and browsing.

The browsing and shopping experience are intertwined throughout the site, providing unique pathways and purchasing opportunities for the customer.

The site features highly optimized pages that even for storytelling purposes, provide access to shopping contextually relevant products.