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Brother LDN

NB0105BL

An East London archive, built to last

BROTHER_LDN is an East London archive dedicated to fashion, books, music and objects that have shaped contemporary culture. Working across retail, editorial, exhibitions and events, it exists as both a destination and a platform. NewBuild supported Brother with digital strategy and Shopify development.

An archive like Brother's moves between selling rare pieces and telling stories about them. The website needed to support both, giving the team a dependable store while leaving room for the editorial and cultural side of the business.

Our digital strategy work focused on how the website could serve Brother's mix of retail and programming, and where development would make the biggest difference to the way customers browse and buy.

We developed front-end improvements across the Shopify store, refining how products and collections are presented and making the experience feel consistent with Brother's distinctive visual identity. The work was shaped around the reality of a one-off, fast-moving catalogue.

The result is a store that works as hard as the archive behind it, giving Brother a reliable platform to sell, share and connect archive fashion with the wider culture it belongs to.