The shop
Does its job
Officially licensed knitwear, nine currencies, reviews. It stays exactly where it is. It is just the wrong first impression for a buyer placing twenty thousand units.
Proposal · 12/10/26 · Draft for review
Keep the attitude. Add the proof.
A new front door for the factory side of NOTJUST: the one page you drew, with real pages behind it, a shop that matches, and the photography that makes a British factory look like one.
| Client | Prepared by | Scope | Starts with |
|---|---|---|---|
| NOTJUST · Manchester | Tom Varney · Strawberry Lace | Trade site, shop reskin, factory shoot, case studies | A day at the factory |
01 · Where you are today
Two websites, and neither one sells the factory.
What a buyer sees today, in the order they see it.
A club's merchandise director types notjustclothing.co.uk and lands on a Shopify shop full of licensed Christmas jumpers. It is good at what it does. It also tells them you sell Snowman knitwear at £34.99.
The trade site, notjustclothing.com, is one page behind a banner link on that shop. Five images, no video. It names no clients, shows no factory, and states no capability, minimum or lead time. The whole case for a British manufacturer that makes for Spurs, Arsenal, Leeds and the Science Museum is one headline and a four-field form.
The one-pager
Says almost nothing
No clients, no floor, no numbers, no minimums, no lead times. Everything a buyer needs to trust you is missing, and all of it exists.
The brand
Keep it
Acid yellow, the pixel smiley, the blocky wordmark. A real identity doing real work. We are not proposing a beige agency site. You would lose the one thing your competitors do not have.
02 · The principle
Keep the attitude. Add the proof.
One sentence a buyer should be able to say after ninety seconds on the site.
"These people have a real factory in Britain, they make for people I have heard of, and they can do what I need."
Everything in this proposal is in service of that sentence. The yellow stays. The smile stays. What changes is that every claim gets evidence next to it: the floor, the names, the numbers, the lead times.
03 · Your one page
The page you drew, with depth behind it.
Five words in the nav, exactly as your deck has them. Real pages underneath, reached from within the scroll and from Google.
The scroll
Your deck, as the home page
We build the home page as you drew it: one continuous scroll, all yellow, fewer blocks, stickers dotted about, the pixel hand. The nav stays at five.
The nav, as you listed it
01
We create
The line, the pixel hand, a short description in the secondary face.
02
About
Simple copy over images, then the image wall.
03
Clients
A clean logo wall. Hover a logo and the work appears.
04
Services
Design, Production, Expertise, Delivery.
05
Contact
The form, and a link to the shop.
Beneath each section, one click down
01
What we make
One page per category, straight from your 2026 catalogue: lead time, composition, origin and minimum already written.
02
Our work
One page per client. The hover on the logo wall opens it.
03
The factory
Film and stills from the floor. The page that makes "big UK factory" a fact.
04
How it works
Enquiry, artwork, sample, approval, production, delivery, with real timings.
05
Start a project
The form that lets you quote without a phone call.
A buyer who only wants the scroll never notices the pages exist. One that wants depth finds a company with thirty pages behind five words. That is what large looks like.
Why not one page on its own
Google ranks pages, not sections
One page can win roughly one search. Your catalogue has thirteen kinds of thing, and "custom football scarves manufacturer UK" is a different buyer from "branded Christmas jumpers bulk". Thirteen category pages can win thirteen searches.
Big looks like depth
The site you like most, Merchery, is hundreds of pages behind a tidy front. 2 Surface Works is one page because it is one service in one city, and even they show a logo wall.
Your team needs links to send
"Here is the Spurs scarf job" needs a page. A one-pager has nowhere to point. The case study pages are the sales tool your team will use every week.
04 · Two doors, one NOTJUST
Your factory at notjustclothing.com. Your shop at shop.notjustclothing.com.
The .com today is the one-pager and the .co.uk is the shop, which is backwards for a buyer who types .com first.
notjustclothing.com
The factory
The trade site, built on the platform. The scroll you drew, the pages beneath it, the smart enquiry form. Every enquiry lands in your dashboard with the right fields filled in.
shop.notjustclothing.com
The shop, in your design
Your Shopify shop rebuilt on Shopify's Storefront API so it wears the same header, footer and type as the trade site. A buyer crossing from one to the other never feels the seam.
What stays with Shopify
Everything that takes money
Stock, checkout, payments, the nine currencies, customer accounts. Shopify's hosted checkout, so card details never touch our servers. Reviews and subscriptions carry over, confirmed app by app before we quote the shop phase.
notjustclothing.co.uk redirects to the shop, so nothing printed on a label or a jumper tag breaks. not-just.co.uk keeps forwarding wherever you want it.
The shop reskin is phase three, after the trade site is live. Until then the shop is linked, and its header is tidied to match.
05 · Page by page
Seven page types. Most of them run on what the platform already has.
The consumer shop stays exactly where it is and is linked, not absorbed.
Home
The ninety seconds
Your scroll: film behind the wordmark, the line, the proof, three routes in. A numbers band (units a year, people, years trading) is the cheapest thing on the list and the most persuasive.
What we make
Capability
Knitted scarves, Christmas jumpers, other knitwear, socks, accessories, jackets, labelling, print and embroidery, bags, headwear, blankets, football shirts, bespoke. Each with the facts a buyer filters on.
Our work
The sales pitch
A carousel of case studies, each linking to its own page. This page wins the work, so it gets the best photography you have.
Our work / client
One per client
The badge, the brief in a sentence, the numbers (38,000 play-off scarves for Leeds, 5,000 for the Spurs final), the work, the making, the outcome.
The factory
Provenance
Film and stills. Machines named, processes shown, people in shot. Partner factories in Turkey, Poland and China stated plainly, as your catalogue already does.
How it works
Enquiry to delivery
Six steps with real timings against each. Buyers choose on lead time and risk as much as price; saying it plainly beats everyone who hides it.
Start a project
A form that arrives useful
What, roughly how many, when, whether artwork exists, who you are. Still short. Enough to quote without a phone call.
The case study template
Number twenty costs an afternoon, not a redesign
01
Hero
The client's lockup and the headline outcome.
02
Brief and numbers
One sentence, then units, SKUs, weeks.
03
The work
Product photography, on the garment and in use.
04
The making
Shots from the floor of this job. What separates you from a middleman.
05
The outcome
In the client's words, where we can get a quote.
Five at launch. The template means the rest keep landing after the site is live.
06 · What is new build
Three pieces, built properly, as reusable parts.
Everything else on these pages runs on sections the platform already has.
Label chips
Made in Britain, OEKO-TEX, organic, UK-woven. Small, and the highest return of anything here: "Made in Britain" is your pitch and it should appear on every card without being written out each time.
FAQ accordion
Minimums, lead times, sampling, size runs, artwork formats. The questions your inbox answers today.
The case study template
So the sixth and the twentieth cost an afternoon.
07 · The shoot
The part that decides whether the site feels like a factory or a template.
And the part you cannot buy later.
One day at the factory, film and stills in the same visit. Everything is shot once and used across the site, the proposal decks and social.
Film
Three to four looping sequences, ten to fifteen seconds each, no sound. Knit machine running, print pulling, embroidery heads, folding and packing, a finished garment in hand. The hero on every page.
Stills
The floor wide, machines close, hands working, materials, people. Shot to one treatment so the site holds together.
Product
The garments you are proudest of, on a plain ground and on a body, because case studies need both.
How it rolls out
Phase one cannot be skipped: nothing else starts properly before the proposition is settled and the factory is shot.
Weeks 1 to 2
Proposition and shoot
- Settle what NOTJUST says to a buyer, not a consumer
- The day at the factory
- Which clients can be named
- The numbers you will publish
Weeks 3 to 6
The trade site
- Home, the scroll you drew
- What we make, from the catalogue
- The factory
- How it works
- Start a project
- Live at notjustclothing.com
From week 6
The work
- Case study template
- The first five clients
- Then one a fortnight, as photography allows
Phase 3
The shop, in your design
- shop.notjustclothing.com on the Storefront API
- Shared header, footer and type
- Reviews and subscriptions confirmed app by app
- .co.uk redirects
Later, if it earns it
The extras
- A catalogue with quantity price breaks
- Sample ordering
- An artwork portal
The extras are only worth building once the enquiry volume says so.
09 · What we need from you
Five things, and three questions.
The case studies are the pitch, so the first one decides the design.
- Permission to name clients. If the clubs cannot be named, the whole argument weakens and we should know before we design around it.
- A day at the factory, with someone who can explain what each machine does.
- The numbers you are willing to publish: units a year, floor area, headcount, years trading.
- Minimums and lead times per discipline. Your catalogue already has them; we need to know they are current.
- Artwork: the wordmark, the woven label, the pixel smiley, and any certifications you hold.
Open questions
- The domains: does the trade site take notjustclothing.com, with the shop moving to shop.notjustclothing.com and the .co.uk redirecting?
- Is the consumer shop staying on Shopify? We assume yes and link to it.
- Is NOTJUST the name the trade side goes to market under, or does the manufacturing arm want its own?
Next step
A day at the factory.
Then a first cut of the home page in your yellow, a week later, on this site. Tom Varney · Strawberry Lace