I invest my day in the world of user interface and usability. At night, I collect sneakers. So with a couple of buddies from college, we started an online business together selling sneakers.
When I found .st as an available domain to purchase back in 2008, I was stoked. The name was decided first, then it was time for the logo.
I also took pictures of all the sneakers being sold on the site. The team believed that good pictures helps sales numbers greatly.
We went with WordPress initially, and depended heavily on the WordPress templates and plugins heavily for the shopping cart features. Eventually we moved to the newer and more advanced Shopify as what the site is now using for a more streamlined payment processing.
http://www.sneaker.st is still alive and well today.