We worked the London Fog team to create a new commerce storefront for their popular outerwear brand. Given their brand equity, and tradition of quality – we worked together to create a look that is clean and forward looking, while honoring their heritage.

Founded in 1923, London Fog is a well-loved American manufacturer of coats and clothes. During World War II, the company was known for making waterproof clothing for the United States Navy. Later, the company partnered with DuPont to make custom material for raincoats. These coats, which were the first to have a patented removable liner, became very popular – and when the company went public in the 1960s, two-thirds of all raincoats sold in the United States were London Fog.

  • Customer Experience Strategy
  • UX Design
  • Ecommerce Implementation
  • Front End Development


We were given creative freedom to create a new store experience that sells to their primary categories, while using the commerce features in the ShopVisible platform to increase opportunity for upsell.  Upon investigation, we found compelling assets in their visual archives, to connect their new look with their tradition of high-quality outerwear. We collaborated with their creative team to establish a visual concept, and then worked with the ShopVisible team to implement the concept on their best-in-class, search-optimized commerce platform.


ShopVisible Ecommerce Platform

We partnered with ShopVisible to customize and refine layouts to support the London Fog brand concept

logos of HTML5 and CSS3

HTML5 + CSS3 Frontend

Our frontend team worked with ShopVisible to execute on the translation of site elements from visual concepts to build.

logo of Google Analytics

Google Analytics

We provided monthly reporting of site analytics, and improved the site placement in search results, thanks to our ecommerce partner ShopVisible.


Our collaboration with London Fog and ShopVisible proved successful – generating new online sales and converting general search traffic for several categories into ecommerce orders.



Time from beginning of design to launch of new ecommerce store.


We used the ecommerce platform to manage thousands of unique items, colors, and sizes.