Unpractical Clothing
Unpractical is a Toronto based streetwear brand with bold collections and a brutalist storefront.
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CLIENT
UNPRACTICAL CLOTHING
CATEGORY
ECOMMERCE STORE
TEAM
STEELZZ DEVELOPMENT
PRODUCT DURATION
3 WEEKS
DESIGNING
Unpractical is all about making a bold statement. With a raw, brutalist storefront and stripped-back design, it's crafted to give underground clothing brands the edge they need to stand out. Every detail is intentionally minimal yet striking, built to amplify attitude, push culture, and make your brand feel 10x louder and more iconic.
DEVELOPMENT
Developed by Steelzz Development, Unpractical was rebuilt from the ground up to merge a brutalist aesthetic with clean, responsive ecommerce functionality. Every interaction was refined to keep the shopping experience fast, raw, and on-brand, making sure the site doesn't just look bold, but performs like a premium storefront built to sell.
PROBLEMS
The original site had no design system, poor mobile responsiveness, and scattered product structure. Branding was inconsistent, load times were slow, and key pages lacked hierarchy. There was no clear flow from product discovery to checkout, and the backend was cluttered, making updates difficult and inefficient.