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Phix Clothing — Premium British menswear rebuild
Figma-led redesign and Shopify rebuild from scratch for a premium British menswear brand.
(01)
The Challenge
Phix Clothing sells premium British menswear from Manchester with a sharp, editorial identity: dagger-collar shirts, tailored trousers, sequins and leather, shot like a campaign. The storefront no longer matched that direction. They needed a full redesign in Figma and a Shopify rebuild from scratch that could carry the AW26 collection, sell to customers worldwide in their own currency and feel as considered as the photography.
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The Solution
Stack
Shopify, Liquid, Tailwind CSS, web components, Figma design system, Shopify Markets, Orbe, Klaviyo, Stoq back in stock, Search & Discovery.
Role
Lead redesign and rebuild: Figma, theme implementation, fashion ecommerce UX, markets, SEO and performance.
What we did
- 01Led a Figma redesign of the storefront, homepage, collection, product page, navigation and footer, before writing a line of theme code.
- 02Built a custom Shopify theme from scratch on Codersy's starter theme (Liquid, Tailwind CSS and native web components, no page builder) around Phix's visual language: high-contrast editorial layouts, full-bleed campaign imagery and campaign-led merchandising.
- 03Gave the homepage a full-screen scroll: each section fills the viewport and the next glides over it, one wheel notch, key or swipe at a time; without JavaScript it is a normal page.
- 04Designed product pages that foreground fabric, fit and styling: a stacked gallery with zoom, colour swatches, a size select with stock notes, size guide, pre-order and back-in-stock states, and a styled-with row.
- 05Wired the theme into Shopify Markets, with a country switcher and Orbe market redirects, so the one store sells to 194 countries in local currencies with duties included in the price.
- 06Responsive, lazy-loaded imagery and tidy metadata, so the photography-led catalogue stays light on mobile.
(03)
Results
AW26
collection live
From scratch
theme rebuild
Figma
design system
194
countries, one store
The new theme went live on phixclothing.com in autumn 2026 with the AW26 collection: editorial, premium and built to be merchandised season after season.
- AW26 collection live on the new theme
- From scratch custom Shopify theme, no page builder
- Figma design system before the build
- 194 countries served from one store, in local currencies
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