Khanijo

Introduction

Khanijo is a contemporary menswear label founded in 2014, built around craftsmanship, cultural storytelling, and conscious luxury. Its collections bring together distinctive fabrics, making techniques, and design details that need to carry through to the online shopping experience. Its collections have been presented across the world, including Lakmé Fashion Week, TRANOÏ Tokyo, and the BRICS+ Fashion Summit in Moscow, with ample media coverage and collaborations with Adidas Originals and Reebok. Beond was engaged to redesign the website and move the brand from WordPress to Shopify, creating a storefront that could reflect the quality of its products and get the business selling online again.

Industry

Fashion

Scope of work

Design

Marketing

Introduction

Industry

Fashion

Scope of work

Design

Marketing

The Challenge

Khanijo’s existing website had stopped processing purchases, making every day of delay a day of lost business.

Technical issues had disabled the buying and checkout functions on its WordPress store. The brand had decided to move to Shopify, but the replacement website had already been delayed for months. Development had begun without a clear strategy, sitemap, or approved design. When Beond took over, we reviewed the work completed and decided to rebuild from the foundation. The project also involved organising a catalogue of more than 400 products, spanning different fabrics, making processes, colours, sizes, and styles, alongside thousands of photographs and media assets. Restoring sales quickly depended on bringing that material into a clear structure.

Live Website

Design Approach and Art Direction

We shaped the website around the artistry of Khanijo’s collections and the way customers would explore them.

The brand already had a substantial body of art-directed photography across its products and collections. Our role was to curate that work for the website. We reviewed thousands of photographs and media assets, selecting and arranging imagery to give each collection a considered presentation within the wider brand experience. That curation informed the rhythm of the website: which images introduced a collection, how they worked together, and where product details needed closer attention. The aim was to carry the character of the original art direction into the shopping experience, giving the photography room to communicate the clothing’s craft and quality. Alongside this visual work, we organised the product information into tags and collections and developed a sitemap before moving into design and development. Brand pages provided space for Khanijo’s story, while the catalogue structure helped customers navigate its products and collections.

Development and Launch

We designed and developed the Shopify website in three weeks, bringing Khanijo’s online store back into operation.

Our first step was to connect the domain to a temporary Shopify landing page, giving visitors a place to leave their details and join the launch waitlist while the full store was being built. We then brought the curated imagery, organised catalogue, brand pages, and shopping experience together in Shopify. The completed website gave Khanijo a working storefront and a digital presentation shaped around the craftsmanship and quality of its clothing.