Early Sunday
Building a digital flagship for a global kidswear brand.
Services
Custom Shopify Design
Digital Strategy
Wireframe & Prototyping
UI Design & Design System
Automated Email Series
APPROACH
Early Sunday is a premium kidswear label crafted in India and retailed across the US and India. The products use natural fabrics, soft silhouettes, and hand-finished lace and embroidery detailing. As a new brand entering the global premium kidswear space, it needed a digital flagship that matched the quality customers would feel the moment they touched the garment. We designed and built that flagship on a custom Shopify architecture, detailed enough to let parents see the craft before they ever click "Add to Cart."
Kidswear e-commerce tends to default to grid layouts and flat lay product photography; functional, but forgettable. For a brand built on tactile detail, the category default wouldn't work. The brands focus on craft had to be experienced, not just listed. Fabric composition and embroidery are Early Sunday's real differentiators, but they don't come through in a spec sheet. The site needed to showcase the handwork to the customers. Lastly, as a new brand also needed instant credibility. Selling in both the US and India at a premium price point meant the site had to read as an established fashion house from the first scroll.
Shop By Look: A Shoppable Editorial Module
Shop by Look lets customers shop an entire outfit the way they'd browse a fashion magazine. Customers can explore fabric, colour, and size without leaving the story, and add multiple pieces from one look straight to cart. The module is fully manageable from the Shopify backend, giving the brand's team editorial control over a visually complex layout without custom dev work for every update.
Immersive Storytelling, Large-Format Visuals
Homepage and collection pages are built as a scroll-led narrative rather than a static shelf, with full-width imagery, videos, and macro shots of embroidery sit alongside minimal copy, letting texture and craftsmanship carry the story.
Using editorial-first architecture with full-bleed imagery and supporting UI design that makes collections feel like an editorial spread rather than a catalogue page.
A design system with reusable components, so new collections and campaigns can be deployed faster without breaking the visual language. Content became a conversion lever with behind-the-scenes storytelling on sourcing and embroidery, woven into the shopping journey.
Automated Email Series
A bespoke email ecosystem with welcome journeys, new-collection highlights, back-in-stock alerts, and post-purchase care was built in the site's visual language, designed to feel like storytelling rather than promotion, and to drive repeat visits back to the site.
For a new brand competing with established global kidswear names, the site had to sell craftsmanship and trust, not just clothes. Pairing a disciplined, content-first UI with a fully custom Shopify build turned browsing into an editorial experience with fabric, embroidery, and storytelling as visible as the price tag. The project reflects how Delicious works: strategy-led design, systems built to scale, and technical execution to support premium storytelling across every market.
