Designed and built by interactive agency, Pancentric Digital, the site , is styled as the 'House of Fly53' with different rooms themed around confession, revival, retribution, torment, atonement and divinity.
Within each room, users can explore the clothing on show, roll over to find out more information or link directly through to the Fly53 store.
Each room in the house also contains a professionally shot short film, showing off the fall/winter collection.
Paul Wyatt, lead creative, Pancentric Digital, said: "We've quite literally opened the door at the new Fly53.com website. We invite website visitors to immerse themselves in the Fly53 brand experience by giving them access to the House of Fly- a voyeuristic experience where "resistance" newcomers can explore a virtual house where each room inducts them into the Fly53 brand ethos."
The site will be supported by a social media strategy to drive buzz about the brand and increase registrations for the Fly53 newsletter. The brand will utilize Twitter, Facebook and YouTube channels to share exclusive content and competitions.
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