Parajumpers E-commerce website

An online store for a brand with an ethos of adventure.

Inspired by the tough and courageous men of Alaska’s 210th Rescue Squadron, Parajumpers outerwear is designed for the modern-day explorer. It’s highly technical characteristics mean that whoever wears it can endure some of the coldest and harshest conditions in the world allowing them to seek out new destinations and experiences, new ways to broaden their horizons and open their minds.

Within the website the e-commerce and brand philosophy had to be perfectly balanced so the homepage is modular allowing for the construction of both product-based or inspirational content and the main menu includes both links to the product collections and links to editorial content. The “Stories” section is a series of reportage photo essays and videos dedicated to telling inspirational tales of real Parajumpers people who live out of the ordinary lives at sub-zero temperatures whereas the “Journal” section features a selection of shoppable editorials.

In the product pages the garments are explained and illustrated with extensive photography and video and, true to the brand’s identity, the importance of the technical features is highlighted through a series of illustrative icons designed especially and a system of temperature rating so the user knows the exact level of performance they can expect.

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Parajumpers E-commerce website

E-commerce UX&UI

Frank Studio designed the website focusing on UX and UI to balance e-commerce with brand story telling for an immersive user experience.

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