Despite having been around for aeons, Paul Smith has carved out a
distinctive niche and style that remains as fresh and distinctive as the
day he opened his first shop in Nottingham in 1970. Hundreds of fashion
trends have come and gone while this brand has steadfastly stuck to its
core values and outlasted them all.
One look at the website and you'll see why. Winner of a 2000 Webby Award
by the International Academy of Digital Arts and Sciences for the best
fashion website, the opening screen begins with an animated Union Jack
and a dynamic backing track. From there on, it never looks back.
As you'd expect from a fashion house that defined Cool Britannia before
the phrase was even invented, the site is stylish, fun and bang on
Everything you ever wanted to know about Paul Smith is here, ranging
from the company's history and latest news to a virtual catwalk showing
all the latest gear. The site is not only informative but involves you
in a way that both broadens and adds to the brand experience.
That's not to say it's seamless. The use of Flash is excessive and there
is little to offer in terms of functionality - the site merely exists to
offer a web presence for Paul Smith and to act as a brochure for
existing products. The actual distributor link is not prominent and is
difficult to find.
Still, these are mere gripes. The overall attention to detail is
outstanding - even down to the worldwide domain name hosting at '.co.uk'
in keeping with the brand's quintessential Britishness. A small point,
perhaps, but a nice touch when one considers there are more than 200
Paul Smith shops in Japan alone.
Owner Paul Smith
Site positioning Global website of the
Paul Smith brand showcasing the company and its product ranges
Developed by Foresight Europe