Luxe & Keel
Antibes · French Riviera · Luxury Yacht Crew Uniforms
Luxe & Keel specialises in premium yacht crew uniforms — apparel built for the superyacht world, where presentation is part of the service. Their garments combine luxury materials with functional design for captains, stews, and deck crew expected to look as immaculate as the vessel they work on.
They needed a website that could showcase their full product range and allow clients to configure and request quotes — without a standard checkout flow. Custom uniform sets, logo embroidery, and team orders required a more considered e-commerce architecture than an off-the-shelf solution would provide.
The site also needed to reflect the brand's position at the high end of the market: refined, precise, and visually aligned with the superyacht aesthetic their clients inhabit.
- Custom WordPress & WooCommerce build
- Quote request system at checkout
- Logo upload for personalised orders
- Product catalogue with categories & attributes
- Luxury aesthetic — typography & layout
- On-page SEO optimisation
- Mobile-first responsive build
- Ongoing maintenance & support
The build centred on a non-standard WooCommerce configuration — replacing the checkout purchase flow with a quote request system that fits how Luxe & Keel actually sells. Clients can browse the full catalogue, select products, add their logo, and submit an order enquiry rather than paying directly.
The visual direction followed the brand's market position: navy, gold, and refined typography that would feel at home alongside the brands their clients already wear and work with.
in mind?
