A Shopify Plus build for one of fashion's most distinctive brands, made with the design agency ToyFight.
Cult Gaia's pieces sit somewhere between fashion and art, and the store had to feel the same. ToyFight brought the design and creative direction. I built it on Shopify Plus so it worked across markets and on every device.
Cult Gaia is a fashion brand known for instantly recognisable pieces and a following to match.
The store had to look elevated and still be easy to shop.
ToyFight's design was bespoke throughout, which takes deep platform knowledge to build properly on Shopify Plus.
A large range of product types that could never feel cluttered.
Cross-border selling, flexible payments and personalisation, all without getting in the way.
ToyFight and I worked side by side: them on the creative and front end, me on how it all runs inside Shopify Plus.
I turned ToyFight's design and front-end work into a full Shopify Plus theme, built on the platform's own architecture.
Layouts that let the imagery lead, with type that matches the brand.
Collections and navigation that handle a wide range of product types and stay calm.
Global-E for cross-border selling, Klarna for flexible payment and Nosto for personalisation, built in quietly.
The store feels like Cult Gaia, which for a brand this visual is what matters most. The design never had to give way for technical reasons, and their team manages the store without coming back to a developer for each change.
Cult Gaia's own team manages and updates the store day to day.
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