Continental Clothing Co.

White-label fashion for big brands

The brief

The Continental Clothing Co. is one of the largest wholesale clothing manufacturers in Europe. They sell clothing to a variety of large fashion stores, so their identity had to represent the ‘brandless’ nature of their products. As a wholesale service, most of their customers return regularly to submit large orders, and they want to be able to do this quickly and easily.

So, our goal was to create a platform that put fast transactions and genuinely useful features first, over the distracting ‘bells and whistles’ that are often found on other commerce sites.

The Result

The homepage was designed to put imagery first. Other than the hero images, all pictures retain their ratio on every device making things simple when adding and replacing them.


The design evolved from the company’s requirement to feel brandless. Big labels need the reassurance that when they sell Continental Clothing garments under their own brand name, Continental Clothing remains anonymous. However, we still needed to project a memorable identity for the success and growth of the company. So the combination of simple white space, bold Helvetica typography and friendly iconography became their identity.

We also introduced more ways to filter and browse products, through an extensive order form that enables users to order thousands of different variants at once.

It was important to the client that browsing and ordering products was just as easy on smaller screens as it would be on desktop. So utilising quick links and an easy to access menu really helped us achieve this.

Variant Viewer

Customers often need to make huge purchases extremely quickly. So as well as having a feature that enables them to re-select past orders, we needed a feature allowing them to choose new variants/​colours quickly. They also need to see close-ups of both sides of each garment. So we introduced the variant viewer: an overlay allowing the user to easily swipe through hundreds of different variants.

Cross selling without inhibiting the experience

One of the biggest challenges was to introduce more promotional content. Normally for consumer commerce this is relatively simple. But as this was business to business and regular customers make purchases quickly by navigating from their account dashboard, it was a little trickier. We introduced a simple to use management system for Continental’s staff to add promotions. The homepage displays four of these (including the hero banner). However our algorithm also peppers the entire site with these promotional cards on a rotation based on ranking. They are non-obtrusive, so despite the fact that they are visible in many places around the site, they do not feel in the way’.

The account dashboard and the megamenu is a good example of where we have carefully placed non-obtrusive promotional cards.

We are incredibly proud of this product. It epitomises our belief that attention to detail in functional solutions is what carries a successful product forward.