The Sloop Jones Website

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This website was built with WooCommerce Storefront Theme
Check that paint blob! (Brand too fun for boring menu hover.)


Update the Sloop Jones website from an old-school static site to WordPress, using WooCommerce to power the online shop.



  • Web Design & Build
  • Copywriting

Home Page

My inspiration for the Sloop Jones website comes directly from the Sloop Jones studio and shop. It’s on the East End of St. John in the US Virgin Islands. I had the good fortune to live on a neighboring property for a couple of years.

Sloop’s place is gorgeous— full of life and color and whimsy. It’s honestly like no place else in the world. I felt it was important to invoke that essence in the brand’s online space as well.

I used images of the property and products that were taken by the artist himself. I blended them together to create four different rotating headers. I sourced the branding colors directly from Sloop Jones designs.

While the off-white background and blue-green main accent are colors reminiscent of sand and sea, I actually chose the background from the wall color that was in much of the Sloop Jones space at the time. And I sampled the aqua from a color collection. So the beachy vibe was a serendipitous (unconscious?) accident.


Sloop Jones has a home page.



About Pages

From the main About page you can choose to read about The People, The Product or The Place.

Sample Text:

The Sloop Jones brand is composed of three elements:
the people, the product, and the place.

Without one of these ingredients,
it would be a different thing altogether.

We like this thing though.
And hope you do too.

Click on one of the images below to learn more.

Ashley Ladlie writes about Sloop Jones.


The Couple Behind the Color

Sloop (whose given name is Terry) and his late wife Barbara started Sloop Jones together in the early 1990’s. I wrote this right before launching the new website, which was less than a year after Barbara died. It was important to Sloop that she have a presence on the website, as her energy is still very much a part of the Sloop Jones organization.

Sample Text:

With the 300 t-shirts they brought from Massachusetts, Sloop and Barbara started what is now an iconic St. John fashion line: comfortable, colorful clothing hand-painted in Sloop’s signature style. In the early days, carrying t-shirts with them wherever they went, they’d sell on the ferry boat to St. Thomas. And when they ran out of merchandise, Sloop and Barbara were happy to sell the shirts off their backs.

Read in full on the Sloop Jones website.


Color Collection Page

Every color collection has its own archive page. It includes a close-up image of the design, a written description, and links to the online products available in that collection.

This is for the popular Confetti design.

Can you spot camera-shy Ashley in any of those photos? Hint: Facial Obfuscation


Product Pages

Originally, the product pages were for clothing items.

Like this Beaming Heart Tee:


But now we’ve also created product pages for the Sloop Jones Workshop and the Rainbow Room Vacation Rental (pictured below).

We haven’t set them up to book online yet (on the list)!, but there are customized contact forms on each page for people to easily inquire.



The Sloop Jones website remains a work in progress. I already want to tweak the design  But we have some functionality things to do first. I will update this portfolio page as we build out the site.

Check out the Sloop Jones newsletter and various other marketing materials here. 

Check out the live Sloop Jones website here.

Your thoughts?