"It was really important to me to launch e-commerce at this time because I've seen the impact that having a direct relationship with our customers has had on our business," said the brand's designer and chief executive officer David Peck.
The new launch also includes information on the inspiration behind each CrOp collection. An interactive display is set up with videos and photographs describing the story behind certain pieces and prints -- which can be accessed on a mobile device.
CrOp's site also includes some innovative shopping technology. Buyers can not only shop by each of the collection's inspired prints -- seeing every style available in that print -- but also view the pieces on a model via video to see the style in motion.
In accordance with the brand's philanthropic backbone, 10 percent of the first collection offered on the new site's profits will go to the Baylor International Pediatric AIDS Initiative. The organization's work is highlighted on the site as well -- something that was important to Peck. "Social and ecological responsibility is the heart of our brand. It's really what drives me to create. I crave opportunities to give back, and it's important to me that that message is integrated into our sales platform."
Peck plans to add more social media aspects to the site -- with more video content, a fully integrated blog and mini-editorial features already in the works. "Our plan is to have regular editorial content (both written and images) that connect our customers to the brand and the story we are telling. I especially love that we can illustrate so clearly the connection between the clothes and the charities we are supporting."
Shop the CrOp spring collection at, davidpeckcollection.com