Skinner & Vale
A British upcycled denim brand: one-of-a-kind jackets, gilets, blazers and bags made from deadstock and reclaimed materials. I designed, built and run the store.
What I did: the 3D customiser, the Shopify theme, the commission service, email and SMS, search, and the ad films.
Tap any tile to see it full size.
The 3D customiser
Customers design their own jacket in the browser and watch it change in 3D as they go.
They pick men's or women's, jacket or gilet, and the denim wash, then place studs zone by zone in the colours they choose, add badges, a back image and their own text. Every stud, patch and letter wraps onto the fabric, and the price updates live.
I modelled the jackets in Blender and built the viewer in Three.js and WebGL, with the files hosted on Cloudflare R2.
The jacket, turning
Five views of the same jacket
The store
38
Theme sections written from scratch in Liquid, with 8 snippets and no template, plus collections, filters and customer flows.
Bespoke commissions: 6 order-form pages with their own backend (Netlify, Resend, Cloudinary), and a size guide for women's UK 6 to 16 and men's S to XXL.
Email and SMS in Klaviyo: 16 email templates, 3 SMS messages and 8 automated lifecycle flows.
Search: 79 product pages optimised, 305 image descriptions written, and structured data and llms.txt for Google and AI search.
Running it live: backup and rollback scripts, a separate test theme, live debugging, AI product imagery and ad films.
The pieces
Every piece is one of a kind.
The EAGLE jacket
The Phoenix gilet, an ad film
Hand-painted across the back
