Fracture Clothing Discount Vouchers

Fracture Clothing (Fractureclothing.co.uk)

The fractureclothing site, happily, is not the faux-edgy interpretation of urban chic one would expect from the name. fractureclothing came by that name legitimately, because it sells, according to the site, three items of clothing designed for skateboarders. That can't possibly be correct, one thinks, but after turning the site inside out it's a certainty there is no other clothing pictured or otherwise listed thereon. It's a bit of a muddle in website terms, then, because fractureclothing provides no images of the skateboards it says it also sells. Thus the usual convention of web retailing-- giving the customer a clear picture of what he or she can buy-- has been entirely ignored. It's almost as though fractureclothing set out to create an outsider site that looks as though it were put together by someone who had never seen a retail site before, and in a way that goal would harmonize with the site's focus on graffiti artists.

For those artists, not the products for sale, receive the lion's share of attention on the fractureclothing site. The shopper has no idea what any of the skateboards look like, but he (there's not much point pretending the site has a large, or any, female clientele) can give you a good idea of what Kev Munday and SNUB23 can do with a few spray cans and a fixed object. If you like graffiti art, their work is surprisingly good, but what the fractureclothing site does not tell the viewer is why it has artists in the first place. They haven't contributed to decorating the three pictured garments (hoodie, pants, T-shirt), so one presumes their work is featured on the invisible portion of fractureclothing's inventory. The site assumes one knows all about the fractureclothing company and what it sells before one arrives there, and that seems a likely scenario, since fractureclothing markets itself on MySpace... when the more common choice is now Facebook. That marketing miss sums up fractureclothing, the business: no one there has any helpful experience, and the reason the site appears to have been put together by rank amateurs is because that's the case. That being said, the awkward presentation is not devoid of appeal.

fractureclothing.co.uk

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