By Ray-j Jayden Williams and LEXE Editorial, Devici Studios.
People sometimes ask how a jacket, a pair of sunglasses or a phone case ends up in the LEXE store. This studio notebook entry walks through the steps the team follows, from first idea to a live listing, and where Jayden Devici Williams (Ray-j Jayden Williams), one of the creative directors at LEXE by Devici Studios, puts his attention along the way. You can read more about him on the Jayden Devici Williams profile page.
Step 1: Start with the look, not the product
Every LEXE piece starts with the same question: does it belong with the rest of the line? LEXE covers faux leather outerwear, streetwear, sunglasses, shoes and iPhone cases, and a new piece has to sit comfortably next to what is already there. A jacket can be great on its own and still not fit if it pulls the line somewhere it does not want to go.
This is the stage where Jayden spends much of his time. As one of the creative directors, he works with the rest of the LEXE creative team on the edit: the silhouette, the colour and the way a piece will be shown. Decisions are made together. His part is to help keep the look consistent, not to sign things off alone.
Step 2: Check what the piece actually is
Before anything is written, the team looks closely at the details: fabric, lining, closure, collar, fit and the size chart. This step decides how the piece will be described later, so it has to be right.
Materials get the most care. If a jacket is PU, it is called faux leather or PU, never leather. The LEXE Punk Jacket is a good example: a black PU jacket with a stand collar, a zip front and a loose, mid-length fit, and the listing says exactly that. The same goes for the LEXE Frog Jacket, a black PU jacket with a flip collar, and the red PU LEXE IvyX Skirt. If a material cannot be confirmed from the product details, it is left out rather than guessed.
The rule is simple: whatever the listing says, the piece should show. It saves customers from surprises.
For more on why the wording matters, see Faux Leather or Leather: What to Know Before You Buy.
Step 3: Give it a LEXE name
LEXE pieces are named in one format: LEXE, then one short name, then what the item is. LEXE Punk Jacket. LEXE DriftX Sunglasses. LEXE Boxbot iPhone Case. The short name gives each piece some character, and the product type at the end means nobody has to open the page to find out whether it is a jacket or a coat.
Names are kept unique across the store, so two pieces never share one. It sounds minor, but it helps when someone is trying to find a piece they saw last week.
Step 4: Put it in the right collection
Once a piece is named, it goes where people will look for it. Apparel lives in the LEXE collection, with outerwear also gathered under faux leather jackets. Sunglasses sit in SPECS. Footwear has its own Shoes collection. Phone cases and accessories are in Maze, where you will find pieces like the LEXE Boxbot iPhone Case, a faux leather case with a cardboard-box robot design.
Keeping these lines clean makes browsing easier, and it keeps the LEXE apparel collection focused on clothing.
Step 5: Write the listing plainly
The description is written from the product facts: material, fit, closure, options and sizes. There are no invented features and no vague claims. When a piece comes in several options, they are shown as choices, like the seven lens colours on the LEXE DriftX Sunglasses or the long list of iPhone models on the Boxbot case, and customers pick their own option before anything goes in the bag.
Photos follow the same idea. The images should show the piece as it is, so the listing and the parcel match.
Step 6: Suggest pieces that go together
On product pages, LEXE can suggest one or two add-ons from another collection, so a jacket might be shown next to a phone case from Maze, or a top next to a jacket from LEXE. These are labelled as suggestions, and the price shown is simply the combined price of the pieces. There is no made-up saving attached.
What this means when you shop
None of this is complicated. It is a set of habits: pick pieces that fit the look, check the details, name them clearly, put them where they belong and describe them honestly. That is the standard the team holds itself to, and it is the part of the work Jayden Devici Williams and the rest of the creative team keep coming back to.
If you are starting with outerwear, the guide on how to care for a faux leather jacket is a useful next read. You can also learn more about the studio on the About page.