Kontrapunkt admires brands that contribute to a better world which is why we are thrilled to work with Danish fashion label Carcel whose mission is to break the cycle of poverty for incarcerated women.
Using 100% natural and local luxury materials such as baby alpaca and silk, all Carcel’s products are handmade by women behind bars. Thereby, Carcel transforms lost time into fair wages, skills and hopes of a better future for the imprisoned women while giving customers high-quality and sustainable clothes based on Scandinavian design traditions. Altogether, this sets new standards for how to run a modern fashion company.
To tell their story, we helped Carcel deliver a unique e-commerce experience by highlighting their responsible and transparent take on designing and manufacturing fashion in a genuine way.
Built on a Shopify platform with a mobile first approach that allows users the optimal experience no matter the device, we made sure that the design and experience reflect the philosophy of Carcel. Furthermore, we made sure that every inch of the website is optimised for the fastest possible check-out. The result delivers an efficient and unique user experience that signals exclusivity and luxury not least thanks to the sublime images shot by Nikolaj Møller and Moon.
In an industry of extreme pollution, Carcel ushers a new era in fashion where each sustainable product solves a problem instead of creating one.
The first collection is made from 100% baby alpaca and produced in Cusco’s women’s prison in Peru. The second collection will be made from 100% silk and manufactured by women in prisons in Thailand.
With a customised digital backbone running on Shopify’s proven platform, the Danish fashion label is now ready for a worldwide launch.
Shop away right here.