Unpractical Clothing
Unpractical Clothing
Unpractical.ca is a Toronto based streetwear brand with bold collections and a brutalist storefront.
Unpractical.ca is a Toronto based streetwear brand with bold collections and a brutalist storefront.
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Client
Unpractical Clothing
CAtegory
Ecommerce Store
TEAM
Steelzz Development
Product Duration
3 Weeks
DESIGNING
Unpractical is all about making a bold statement. With a raw, brutalist storefront and stripped-back design, it’s crafted to give underground clothing brands the edge they need to stand out. Every detail is intentionally minimal yet striking, built to amplify attitude, push culture, and make your brand feel 10x louder and more iconic.
Unpractical is all about making a bold statement. With a raw, brutalist storefront and stripped-back design, it’s crafted to give underground clothing brands the edge they need to stand out. Every detail is intentionally minimal yet striking, built to amplify attitude, push culture, and make your brand feel 10x louder and more iconic.
Unpractical is all about making a bold statement. With a raw, brutalist storefront and stripped-back design, it’s crafted to give underground clothing brands the edge they need to stand out. Every detail is intentionally minimal yet striking, built to amplify attitude, push culture, and make your brand feel 10x louder and more iconic.
DEVELOPMENT
Developed by Steelzz Development, Unpractical was rebuilt from the ground up to merge a brutalist aesthetic with clean, responsive ecommerce functionality. Every interaction was refined to keep the shopping experience fast, raw, and on-brand, making sure the site doesn’t just look bold, but performs like a premium storefront built to sell.
Developed by Steelzz Development, Unpractical was rebuilt from the ground up to merge a brutalist aesthetic with clean, responsive ecommerce functionality. Every interaction was refined to keep the shopping experience fast, raw, and on-brand, making sure the site doesn’t just look bold, but performs like a premium storefront built to sell.
Developed by Steelzz Development, Unpractical was rebuilt from the ground up to merge a brutalist aesthetic with clean, responsive ecommerce functionality. Every interaction was refined to keep the shopping experience fast, raw, and on-brand, making sure the site doesn’t just look bold, but performs like a premium storefront built to sell.
PROBLEMS
The original site had no design system, poor mobile responsiveness, and scattered product structure. Branding was inconsistent, load times were slow, and key pages lacked hierarchy. There was no clear flow from product discovery to checkout, and the backend was cluttered, making updates difficult and inefficient.
The original site had no design system, poor mobile responsiveness, and scattered product structure. Branding was inconsistent, load times were slow, and key pages lacked hierarchy. There was no clear flow from product discovery to checkout, and the backend was cluttered, making updates difficult and inefficient.
The original site had no design system, poor mobile responsiveness, and scattered product structure. Branding was inconsistent, load times were slow, and key pages lacked hierarchy. There was no clear flow from product discovery to checkout, and the backend was cluttered, making updates difficult and inefficient.
Solutions
Unpractical was rebuilt to fix these issues from the ground up. With a stripped back brutalist design, responsive layout, and restructured product flow, the new site delivers a fast, clean experience that feels raw but performs premium. By focusing on visual consistency and usability, Unpractical now reflects the brand’s identity while making it easier to browse, shop, and scale.
Unpractical was rebuilt to fix these issues from the ground up. With a stripped back brutalist design, responsive layout, and restructured product flow, the new site delivers a fast, clean experience that feels raw but performs premium. By focusing on visual consistency and usability, Unpractical now reflects the brand’s identity while making it easier to browse, shop, and scale.
Unpractical was rebuilt to fix these issues from the ground up. With a stripped back brutalist design, responsive layout, and restructured product flow, the new site delivers a fast, clean experience that feels raw but performs premium. By focusing on visual consistency and usability, Unpractical now reflects the brand’s identity while making it easier to browse, shop, and scale.
Frequently
Frequently
Frequent
Asked Questions
Asked Question
Questions
How long does it take to build a website?
Do you only work with clients in Sheffield?
What type of business do you typically work with?
Can you redesign or improve my existing website?
Do I need to understand tech or design to work with you?
What does a project with Steelzz typically cost?
How long does it take to build a website?
Do you only work with clients in Sheffield?
What type of business do you typically work with?
Can you redesign or improve my existing website?
Do I need to understand tech or design to work with you?
What does a project with Steelzz typically cost?
How long does it take to build a website?
Do you only work with clients in Sheffield?
What type of business do you typically work with?
Can you redesign or improve my existing website?
Do I need to understand tech or design to work with you?
What does a project with Steelzz typically cost?