ADVÆRA Clothing: Shopify from scratch for a men's streetwear and minimal brand

Built from scratch

Design and development of the Shopify store for a Rome-based men's fashion startup, covering structure, design, content and technical customisations.

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Project overview

Built from scratch

A Shopify store designed from the brand and catalogue up, with no existing eCommerce structure to preserve.

Men's fashion

Catalogue architecture built around collections, new arrivals and clothing categories.

Web Design

A visual experience developed for an identity combining streetwear, casual style and minimal elegance.

Customisations

Technical and content customisations to adapt Shopify to the project's specific requirements.

Starting point

ADVÆRA Clothing started as a men's fashion startup aiming to build a distinctive eCommerce presence of its own. The project therefore started from the brand, catalogue and identity to bring online, rather than from an existing Shopify store to redesign.

My role was to turn these elements into a complete store, defining its structure, visual experience, content organisation and technical setup.

The challenge: turning a fashion identity into a complete eCommerce store

For a fashion brand, the website has to communicate positioning without getting in the way of product choice. Navigation, categories, product pages, sizing, service information and storytelling need to work as one system.

The ADVÆRA project therefore required a Shopify foundation that could present the catalogue clearly while still giving the brand identity enough space.

From the brand to the Shopify store

The project was built from scratch to turn ADVÆRA's catalogue and identity into a complete eCommerce experience.

Prima

A project to build

  • Fashion brand in development
  • Catalogue to organise for online sales
  • Architecture and navigation to define
  • Product experience to design

The IFG work

Architecture

Definition of the store's main areas, categories and navigation paths.

Web Design

Design of a visual experience consistent with the ADVÆRA identity.

Catalogue

Organisation of fashion collections and categories to make browsing easier.

Product pages

Product page structure with sizes, images, details and useful purchase information.

Content

Integration of brand storytelling, FAQs and service information into the eCommerce journey.

Technical development

Shopify customisations and configuration needed to adapt the store to the project.

The result

ADVÆRA now has a complete Shopify store built from scratch for its men's catalogue, with a structure connecting new arrivals, categories, products and brand content.

The store now presents a broad catalogue including T-shirts, polo shirts, trousers, knitwear, jeans, matching sets and other categories, with support and purchase information integrated into the experience.

A project built around product and brand

The store combines category navigation, new arrivals, product pages with size selection and shipping and returns information, together with content that communicates ADVÆRA's positioning. It is an example of a project where design, catalogue and Shopify configuration were planned together from the start.

Do you need to build a Shopify store from scratch?

I can start from your brand, catalogue and real project requirements to define the store's structure, design and technical setup.

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