Projektityyny. A mobile-first store launch for a Nordic-inspired textiles brand
East West Apparel Shopify case study.Grunge on top, order beneath
East West Apparel sells clothing from independent makers like Heimat, Loop & Weft, Stevenson and The Strike Gold. I moved it from WooCommerce to Shopify with an anti-design look of its own, built on a modular system that keeps shopping easy.
East West Apparel Shopify migration brief.More than a platform move
The East West Apparel brief started as a move from WooCommerce to Shopify. It became a chance to give the store the raw, community-led personality of the shop and its brands.
The catch was keeping that personality without breaking ecommerce best practice, so the grit couldn’t get in the way of finding a size and buying.
- Sector
- Fashion
- Built by
- Cartmasters
- Live
- 2025
- In their words
- “I am very pleased with the outcome of our website and the increase in sales because of it.” Jamie Lee, Owner
- Website
- eastwestapparel.co.uk
East West Apparel Shopify design.Four decisions behind the migration
The East West Apparel work started with the move from WooCommerce and ended with a modular Shopify design system under a grunge surface.
Shopify UI design.Anti-design, with UX underneath.
East West Apparel’s interface embraces textured backgrounds, torn edges and imperfect visuals. Underneath, every layout follows ecommerce best practice, so the character never costs clarity.
Size-first product card design.See your size before you click.
The old East West Apparel store’s biggest frustration: customers clicked into products only to find their size gone. Every card now shows available sizes, inside a rough-edged frame.
Modular product page design.Boxed, modular, calm.
East West Apparel product pages use a boxed layout. Images, fabric details, sizing and add to bag each have their place, so a rough look still reads calmly.
Shopify icon design.Hand-drawn, like the brands.
Icons don’t have to be stock. I drew a bespoke set by hand to match the handmade feel of the brands East West Apparel sells.
Streetwear ecommerce design.Raw on the surface, aligned underneath.
East West Apparel’s design system is modular. Every block can be swapped, stacked or reconfigured and still line up, so the team can keep the look raw and expressive without breaking how the store works.
East West Apparel testimonial.In the client’s words.
“Ant was great to work with, personable, very professional, accommodating, punctual, creative and intune. I am very pleased with the outcome of our website and the increase in sales because of it.”
More Shopify success stories.Other stores, other problems. Solved.
Drink Finder. 34% more website sales after moving to Shopify
Food & drink · August 2025
Fuzzball. 63% higher conversion rate after a subscription redesign
Pets · August 2025
Start a Shopify project.Want personality without losing the sale?
I reply within two working days.
