A Fully Flash-Based E-Commerce Site Built from Scratch.
wrong clothes
Created at Kerb
Worked on from 2002
From a charming animation of a t-shirt printing factory to a fully functioning, immersive Flash e-commerce website, this was one of the first online retail sites of its kind.
Summary
In 2003, we built a fully immersive e-commerce website using Flash MX and ASP.NET, a groundbreaking achievement at the time for online retail. The site was crafted from the ground up, featuring a unique user experience, complete with custom animations and fully integrated e-commerce functionality.
I led the project from the initial vision through to the successful launch and managed the shop as a side business until 2007. This was one of the earliest examples of a fully Flash-based e-commerce site, a technical and creative milestone.
The Journey
Our project began with a simple animation created by our Art Director during his downtime. The animation, which depicted children working in a t-shirt printing factory, was timely, given the global spotlight on unethical labor practices in the fashion industry. Inspired by this, the team began creating ‘wrong’ t-shirt designs based on similar social issues.
In 2003, when Macromedia launched Flash MX, we realized we had the opportunity to push the boundaries of online retail by connecting the Flash player to Web Services via the SOAP protocol. This meant we could build a fully functional e-commerce site in Flash—something never seen before.
Without platforms like Shopify or WooCommerce, I took on the responsibility of designing the back-office system for the site. This system handled everything from managing inventory and setting shipping rates to processing orders and printing postage labels. We developed all of this in-house, ensuring it was custom-tailored to our needs.
Setting up online payments was also a challenging feat. I navigated the process of integrating with NatWest’s Streamline system and SecureTrading, making sure everything was compliant with online payment security standards at the time. The only part of the site that wasn’t in Flash was the card payment page, which had to open in an iFrame pop-up.
Beyond the tech, I sourced high-quality garments from local suppliers, managed inventory, coordinated the production of new designs, and oversaw order fulfillment. This project was both an e-commerce and operational achievement.
Goals & Outcomes
Our goal was to create a unique online shopping experience while selling custom-designed t-shirts that resonated with current social issues. The site launched successfully, generating thousands of pounds in sales shortly after we promoted it to our email list and advertised it on our multiplayer game, Project Rockstar.
The shop’s success continued as we regularly introduced new designs and expanded our range of garments. We even re-launched the front end of the site a few years later, replacing the cartoon-style imagery with real models to better showcase the products and improve SEO, though the back-end system remained unchanged.
One of the most satisfying moments for the team came when a friend spotted bootlegged versions of our t-shirts being sold in Thailand—a sign that our designs had truly gone global!
My Roles
As the Product Manager, I was responsible for the vision, strategy, and execution of the project. I led the development of the back-office system, working closely with the technical team to ensure it handled all essential e-commerce functions like stock management, order processing, and shipping. I also collaborated with the design team to ensure the user experience was seamless, from browsing products to completing purchases.
In addition to managing the day-to-day operations of the store, I was responsible for integrating analytics, scheduling product releases, organizing email campaigns, and driving traffic to the site through various channels. My role also extended to ensuring the success of the shop by keeping it fresh with new designs and managing ongoing customer engagement
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