Curated luxury streetwear at global scale
END. Clothing is a British luxury streetwear destination — exclusive sneakers, designer collaborations, and culture-led drops. 60%+ of orders come from outside the UK; flagship stores span London, Newcastle, Manchester, Glasgow, and Milan. I contributed to their Next.js e-commerce platform: performance, discoverability, and conversion for a high-intent global audience.
Integrations
| Source | Stack |
|---|---|
| Public (live endclothing.com scan) | Algolia, Adyen, Afterpay, PayPal, Stripe, Forter, Segment, GTM, Sentry, Zendesk, OneTrust |
| Engineering | Next.js SSR/ISR, Akamai CDN/RUM, Schema.org, Datadog RUM |
Technical focus
- Next.js SSR/ISR for PLP and PDP SEO — critical for limited drops and collaboration launches
- Core Web Vitals optimization on image-heavy sneaker and apparel pages
- Schema.org product structured data for rich search results
- CDN + RUM (Akamai mPulse) for global latency and real-user monitoring
- Forter fraud integration and secure checkout hardening
- GTM + Datadog RUM for campaign attribution and real-user performance across regions
Challenge
Luxury streetwear is release-driven: traffic spikes on drop days, image payloads are heavy, and international shoppers expect sub-second perceived load. Balancing editorial brand experience with commerce performance required disciplined lazy loading, edge caching, and PDP templates that scale across thousands of SKUs.
Result
A faster, more discoverable global storefront that supports END.'s position as a destination for style, sneakers, and culture — without sacrificing the editorial feel that defines the brand.
