We began working on this redesign at the end of 2009.  We thought it would take a year to complete, it took nearly two.  Admittedly, we were super particular about little details, which extended the project.

We started by adhering to the same design principles we use with clothing:  simplicity, the use of well-accepted design standards, and the resistance of trends that would date the sites design.

No pretention; just a basic platform to deliver photography and text with as little noise as
possible – minimal artwork and minimal graphics, simple black and white.

We spent most of our design efforts on proportion; the space relation between the content (images and text).  If you notice any design element from this site, we hope you’d notice the juxtaposition of the content; easy to look at, easy to understand, and easy to read.

We added new functionality.  You now have the ability to be ‘notified’ when an out of stock product becomes available.  You can request fabric swatches straight from the product page.  The new functionality is focused on making relevant product information easier to find and access.

A large emphasis going forward will be on delivering meaningful content through our blog.  Links from the home page and shopping pages to blog information should keep you up to date with what is happening at the brand and help with purchasing and style decisions.

We hope you’ll enjoy using the new site.  Although the content will evolve, this new platform will be our home for the next couple of years.

Special appreciation to the Dizzain design team (they built the site), they’ve been a part of the Todd Shelton brand for over five years, and will continue to be indefinitely.