Fair Threads
E-commerce, Website Design & SEO
About The Client
FairThreads is an emerging Australian apparel brand focused on creating purposeful clothing that supports social impact alongside everyday wear.
The brand offers contemporary streetwear to the general public while also providing specialised clothing solutions for people with loved ones in correctional facilities. With a strong commitment to fairness, rehabilitation, and community support, FairThreads aims to make a positive difference through thoughtful design and ethical production.
As a new brand preparing to launch, FairThreads required a digital platform that could support both commercial growth and social responsibility
The Client’s Problem
FairThreads needed a completely new website that could support a complex eCommerce model while remaining simple and intuitive for users.
The challenge lay in creating a seamless shopping experience across a multisite setup—one tailored to the general public and another designed specifically for prison-approved clothing orders. The prisonwear site needed to strictly comply with correctional facility guidelines, ensuring customers could confidently purchase compliant items without confusion or costly errors.
Without a streamlined system, families often faced wasted time, rejected orders, and unnecessary expense when trying to support loved ones.
The Propeld Solution
Propeld designed and built a custom WordPress and WooCommerce multisite that delivers a clear, purpose-driven shopping experience across both audiences.
Each site was tailored to its audience, with distinct user flows, product rules, and content structures while maintaining a cohesive FairThreads brand identity. Custom logic and product filtering were implemented to ensure prisonwear orders align with facility requirements, reducing the risk of rejected purchases.
The result is an intuitive, efficient eCommerce platform that simplifies the ordering process, minimises waste, and supports FairThreads’ broader mission—helping people feel connected while supporting pathways back into society for former prisoners.
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