Created from 100-percent natural materials by women in prison, the Danish fashion line Carcel supports sustainability while providing wages and skills for inmates. This e-commerce site, designed and developed by Copenhagen- and Tokyo-based firm Kontrapunkt, puts the fashion line’s mission at the forefront with fashion photography and video content from Moon International and Nikolaj Møller.

Kontrapunkt built the site with Shopify, a platform notorious for its rigid constraints on page content. Utilizing Shopify’s newly released sections, however, enabled the firm to circumvent these restrictions while still maintaining the platform’s easy-to-use interface. The site’s core design elements combine Carcel’s rugged brand identity and fine-, medium- and high-end fashion details.

The front end was prototyped in the Yeogurt framework; the prototype was later merged into production using a Gulp task runner and Shopify’s Themekit. The site’s content is progressively scaled and lazy loaded according to device width, ensuring a fast experience on any device—even a mobile device on a poor 3G connection.