Strange Shrew
Designer Womenswear Store
Shopify theme for an independent womenswear label working in upcycled fabric, ikat, lace and appliqué, organised into The Light, The Dark and Butterfly collections.
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Case study
Fashion & Apparel
Urbaneigh Shopify 2.0 Conversion
A full legacy-to-Shopify-2.0 theme conversion with native wishlist, size guide charts, and a complete SEO schema suite.
Overview
About the project
Urbaneigh is a fashion brand whose store was built on a legacy Shopify theme no longer being maintained. With Shopify 2.0 becoming the standard for performance and flexibility, they needed a complete migration to Online Store 2.0 architecture — with sections everywhere, block-level customisation, and features their old theme could not support.
The challenge
What needed solving
The existing theme had no wishlist, no structured size guide, no metafield support for product specs, and years of custom JS injections causing technical debt. The SEO structure had no JSON-LD schemas. Migrating without disrupting live orders or existing URL structures was an added constraint.
Our approach
How we solved it
We rebuilt the theme from scratch on Shopify 2.0. Wishlist was implemented in native JS using localStorage — no app required. A size guide drawer was built with chart data stored in product metafields. Full JSON-LD schemas (Product, BreadcrumbList, Organization) were injected via Liquid. A metafields accordion on the PDP surfaced product specs clearly.
Results
What changed
90+
PageSpeed Score
5293
Live
Wishlist
NoneLive
Reduced
Size Returns
HighLow
In the client's words
The migration was seamless — zero downtime, zero lost orders. The wishlist has driven meaningful repeat visits and the size guide has cut size-related returns noticeably.
More work
Other projects we have shipped
Fashion & Apparel
Frank Romello
Men's Footwear Store
Shopify store for a men's footwear brand, with shop-by-occasion and shop-by-size navigation, faceted collection filtering and a cart drawer carrying coupons and a shipping estimator.
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Fashion & Apparel
Dhaga Tales
Shopify Store for a Jaipur Ethnic Wear Brand
A high-volume Shopify store for a Jaipur women's ethnic wear brand, built to handle a large, fast-moving catalogue of kurtis, suit sets and co-ord sets with tiered volume discounting.
Read the case studyStart a similar project
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