Kaulus

Kaulus is a Helsinki brand that only makes short-sleeved linen shirts. Four people cut and sew four models in batches of about 40 shirts in a studio in Vallila, with prices from 119 to 135 euros.

A small brand’s online shop often either looks like a template or is beautiful but thin: great photos, but no measurements or delivery terms. I wanted a shop that holds up against the big Nordic brands and still tells the everyday story of a small studio.

The front page opens with two shirt photos and one sentence about what is made in Vallila. The product page has measurements by model, the fabric’s weight and origin step by step, stock by size and the week the next batch is ready. On the making page, the 129-euro price of the Harakka shirt is broken down into parts. The cart and favourites work in the browser, and the checkout calmly explains that orders are not being taken.

1. Fewer questions before the purchaseMeasurements by model, fabric details and stock by size answer what the customer would otherwise ask by email.
2. A sold-out size does not end the saleThe week of the next batch tells when the size is back.
3. The price is justifiedThe shirt’s price broken down into parts explains why a shirt sewn in Vallila costs 129 euros.

• Name, neck-tape label, colours and typography
• Stock by size and the week of the next batch
• The shirt’s price broken down
• Delivery terms, cancellation form and repair price list

On a phone the shirts fill the screen one at a time, product photos are browsed by swiping and the cart opens from the edge of the page at full width.