A Storefront That Had to Carry a Story
Denim Tears is a fashion label built on storytelling. Its collections carry cultural history, and the context behind each piece matters as much as the piece itself.
The brand needed an online experience that reflected that identity. The goal was an immersive storefront where editorial content, product discovery, and commerce worked together, without the storytelling slowing the store down or the shopping getting in the way of the story.
Editorial and Commerce, Built as One.
01.
Headless Shopify on Hydrogen and Oxygen
We built the storefront headless, with Shopify handling products, carts, and checkout, and Hydrogen and Oxygen powering a custom frontend. That separation gave the brand full creative control over every page without giving up Shopify's commerce engine.
02.
Custom React Storefront and Editorial Product Pages
Product pages were designed as editorial pages, with interactive visual elements that let each collection tell its story. Collection archives kept past releases browsable, and product discovery engagement rose 32%.
03.
Sanity CMS Integration
Sanity gave the Denim Tears team a flexible way to manage content and experiment with different storefront experiences without a developer for every change. Editorial and commerce content lived in one workflow.
04.
Mobile-First Performance
The storefront was optimised for speed on every device. The homepage loaded in 1.7 seconds and scored 94/100 for mobile performance, add-to-cart rate rose 21%, and checkout completion improved 18%.
“We wanted an online experience that felt true to Denim Tears and gave our customers a better way to engage with the brand. Ecomm Wizards understood the importance of our creative vision and brought it into the shopping experience. The team was thoughtful in their approach, attentive to detail, and focused on making the experience work just as well for our customers as it did for the brand.”
Tremaine Emory
Founder, Denim Tears
