Project overview
Allertons is a long-established producer of custom jockey silks, horse rugs and winners’ sheets, supplying owners, trainers and racing organisations with high-quality, bespoke products. Alongside this, they also offer a wide range of customisable clothing for businesses and stables, allowing logos and colours to be applied across apparel.
We began working with Allertons in 2025 to design and build a new website that would support both e-commerce and more informational content. The site needed to showcase the quality of their materials, highlight the benefits of sponsorship, and tell the story of the business — while putting the focus firmly on their core product: fully bespoke racing silks and equine products.
Design
The design of the site takes a modern, confident approach within an industry that often leans heavily into rural and heritage-led aesthetics. We used sharp corners and clean layouts to introduce a sense of sleek modernity, reflecting Allertons’ forward-thinking mindset while still respecting their rich history.
Their traditional navy blue is used as the primary colour throughout the site, following a largely monochromatic palette that creates a clean, uncluttered feel with strong brand identity. This approach helps the custom products stand out visually, while reinforcing a premium, professional tone that reflects the quality of Allertons’ craftsmanship and innovation — including their position as the first silk manufacturer to create weatherproof silks.
The configurator
The website is built on standard WordPress, with WooCommerce powering the e-commerce functionality. A key technical focus was the development of a bespoke configurator for jockey silks, horse sheets and winners’ rugs, built entirely without external third-party plugins.
For jockey silks, the configurator guides users through a clear, step-by-step process:
- Selecting cap only, jacket only, or cap and jacket
- Choosing materials and sizing
- Selecting markings for the torso, arms and cap (BHA and non-BHA options)
- Applying colours to each individual section (BHA and non-BHA options)
Each choice is reflected in real time on a custom, stylised illustration, allowing users to see their design evolve as they make selections. This creates an intuitive and engaging experience while handling a high level of product customisation behind the scenes.
The outcome
The result is a website that feels significantly more premium than Allertons’ previous platform. It modernises and enhances their existing silk customiser, adds depth and personality to the brand, and better reflects the quality and innovation of their products. The new site gives users a clearer understanding of what Allertons offers, while providing a powerful, future-proof platform that supports both bespoke manufacturing and online sales.
