Long-term partnership · DTC e-commerce · since 2020
Five years of technical partnership. More than 100% growth.
J.Clay Socks has been one of our closest partners since 2020. What started as a development project became a long-term technical partnership — with multiple redesigns, continuous development, and proven revenue growth.
+107%
Revenue growth over the course of the partnership
5+
Years of technical development partnership
3×
Full store iterations
The Challenge
J.Clay Socks is a growing DTC sock brand with a clear ambition: a technically clean, fast, conversion-optimised Shopify store that scales with the business. The challenge wasn't a single relaunch — but continuous technical development that supports growth without slowing it down.
The Solution
As a long-term technical partner, we take ownership of the continuous development of the Shopify store. This means: multiple full iterations of the store design, performance optimisations, new features, adapting the theme architecture to new requirements — always with an eye on what the store will need in a year, not just today.
What we did
- —Multiple full redesigns of the Shopify store (theme engineering on OS 2.0 basis)
- —Performance optimisations (load times, mobile experience, Core Web Vitals)
- —Continuous feature development (new sections, custom logic, UX improvements)
- —Technical support for seasonal campaigns and product launches
- —Long-term architecture decisions instead of short-term quick fixes
Our role: long-term technical Shopify development partner — not the sole growth driver, but the continuous technical backbone of the store. Revenue growth resulted from the combination of product, marketing, and technical infrastructure.
How we built the theme architecture across three iterations
Iteration 1 (2020): Foundation
The first store ran on a customised Vintage theme. We created the foundational structure — clean markup, structured product data, performant image delivery via Shopify CDN. Focus: solid foundation instead of feature overload.
Iteration 2 (2022): OS 2.0 Migration
With the switch to Online Store 2.0, we rebuilt the theme from scratch. Sections Everywhere, dynamic metaobject structures for collection storytelling, JSON templates instead of static Liquid layouts. The result: a store the team can manage themselves without developer support for content changes.
Iteration 3 (2024): Performance & Conversion
The third iteration focused on conversion optimisation and Core Web Vitals. Lazy loading for below-the-fold sections, critical CSS inlined, JavaScript bundles split. Plus new features: advanced product filters, quick add-to-cart, dynamic upsell sections powered by metafields.
Tech stack
Key insight
A store that needs to grow doesn't need an app for every feature — it needs a theme architecture that can evolve iteratively. Three full iterations in five years doesn't mean starting from scratch three times, but building on each version.