Perennial Menswear
A ground-up bespoke WooCommerce theme built as the foundation for an ambitious new menswear brand, with advanced filtering, coupon support and a custom colour linking system for third-party store management integration.
The Brief
Perennial offers logo-less menswear with unassuming style — quality without the mark-up. With a steadfast focus on natural materials, the range uses long-staple cotton, pure linens and, for winter, lambswool and cashmere. It needed a web presence that matched that ethos: considered, clean and built to last.
This was a new brand launching from scratch, so the site needed to establish a strong identity immediately and give the business a solid technical foundation to grow from. Delivered in collaboration with Silomedia, with design direction by Jayne Bradd. I built the entire WooCommerce theme from the ground up, extrapolating the design direction into a fully responsive build with mobile layouts and all of the more advanced functionality.
Homepage built to reflect a quiet, quality-first brand identity — no logos, no noise.
The Build
I built the site entirely from scratch as a bespoke WooCommerce theme, designed to give the brand the flexibility and control it needed without the constraints of an off-the-shelf solution. Every part of the shopping experience — from browsing and filtering through to checkout — was built to feel coherent and unhurried, in keeping with the brand itself.
The build includes a custom colour linking system that maps product variations in a way that works cleanly with third-party store management software, keeping stock and product data consistent across systems.
Advanced filtering lets customers narrow down by material, fit, colour and category with ease, and coupon support was built in to support promotional activity as the brand grows.
Category pages with advanced filtering, clean product presentation and intuitive navigation.
Editorial-style landing pages supporting discovery and styled outfit inspiration.
Key Features
Ground-Up Bespoke WooCommerce Theme — Built entirely from scratch, with a shopping experience tailored to the brand's identity rather than shaped around a template.
Colour Linking & Store Integration — Product colour variations are linked in a way that integrates cleanly with third-party store management software, keeping stock and product data consistent across systems.
Advanced Product Filtering — Customers can filter across material, colour, fit and category to find exactly what they're after, without the clutter of a generic filter UI.
Coupon & Promotions Support — Full coupon functionality built in, ready to support launches, seasonal promotions and customer retention activity.
Editorial Landing Pages — Styled outfit and occasion guides to support discovery and give the brand room to tell a story beyond the product listing.
The Result
The finished site gives Perennial a proper foundation — technically solid, brand-led and built to grow with the business.