A selection of features used
Variation swatches have been cleverly used here to show the customer the leather material. Rather than a name or colour, they are using an image which shows off the beauty of leather in an easy to select way.
Product Page Builder
I love the product page, it is really unique and clever. The top half is clean and focuses on simplifying the process of adding to cart. The bottom half really goes to town with the use of beautiful imagery.