Fashion and apparel
A fashion store on a theme built for outdoor gear, without a single category.
A theme written from scratch, plus cleaned-up product data and a courier integration.
Scope
What the work covered
What we inherited
Sofia Lara is a new womenswear brand backed by a weaving mill in Sofia that has been operating since 1950. The catalog is small and high-priced — jackets and sets in bouclé and tweed. The site is in English and serves the entire European Union.
The client was firm on one thing: we are building a brand with a history, not a discount store. No stars on the product tiles, no “only a few left”, no strikethrough prices, no counters.
What was broken
The live theme was Canyon — a theme made for outdoor brands. A fashion store sat on top of it. There was not a single real category, and the homepage opened with an “About us” section.
The product data was blocking sales. Titles were duplicated, URLs had random names, and next to the “Fabric” option sat a “Washing instructions” option — so choosing a size meant going through a menu that held everything except sizes. At the bottom sat a demo collection with sample products.
Approach
How we did it
We stripped Dawn down to the chassis. We deleted all 46 stock sections and 38 snippets and wrote 31 new ones, so nothing could be inherited by mistake.
- The product page follows the client's written brief exactly: a size dropdown instead of buttons, a fit line, five accordions and a size chart that opens from both an accordion and a modal
- The category page has a filter drawer with five groups, a count next to each option and impossible combinations grayed out
- Reviews come from Okendo, but we render them ourselves in the mockup's design
- Four automated collections by product type, each with its own SEO fields
- The nine products renamed, with clean URLs and automatic redirects from the old ones
- The “Washing instructions” option deleted, and the demo collection too
- Fifty-five image alt texts
The header changes state through an invisible sentinel, not the scroll position — the embedded preview container never fires a scroll event, and otherwise the header freezes.
Result
What changed
Next step
Be our next project.
Tell us what you sell and what's holding you back. We'll send you a written plan.