Catterce
A boutique fashion storefront designed to feel like an editorial, not a catalog.
A small-batch fashion label wanted a storefront that reflected the care in the clothes. We rebuilt it as an editorial headless Shopify experience with story-led product pages and a wholesale gateway.
Loyal wholesale customers, thin direct-to-consumer traffic, and a licensed Shopify theme that flattened the brand. The founder wanted the site to look and feel like the print lookbook her buyers loved.
- · Rebuild the storefront to feel editorial, not templated.
- · Ship lookbook-style product pages the team can author themselves.
- · Gate a wholesale portal for existing accounts.
- · Consolidate email + SMS into one flow.
Process
We read every product review and studied the print lookbooks. Two words recurred: story and quality. Every design decision was measured against making both visible within the first scroll.
Wireframes moved away from the typical collection grid and toward long-scroll narrative pages, with product cards as inline moments in the story.
Magazine-style layouts, deliberate whitespace, editorial pull-quotes, and full-bleed imagery. Product photography treated like a spread, not a thumbnail.
Headless Shopify with Hydrogen, image optimisation, and a Sanity-driven lookbook system so the studio team can build stories without engineering support.
- ▸Welcome series with product-first storytelling.
- ▸Post-purchase flow referencing the exact item bought.
- ▸Abandoned-cart via Klaviyo with WhatsApp fallback.
- ▸Inventory alerts to founder Slack for restock decisions.
- Instrument Serif — Display · editorial
- Inter — Body · UI
Production quality
- · Mobile-first shopping journeys. Sticky ATC bar, tap-friendly variant swatches, and full-bleed mobile hero sections.
- · Editorial collection pages that read like guides.
- · Product + Article schema across all templates.
- · Redirect map preserving link equity from the old theme.
- · Content calendar handed off with pre-briefed pieces.
- · Edge-rendered Hydrogen storefront.
- · Responsive imagery with priority hints on hero + PDP.
- · Third-party scripts deferred, checkout kept native to Shopify.
- · Colour palette contrast-tested.
- · Product variants labelled semantically.
- · Keyboard-navigable cart + checkout entry.
- · Payments run on Shopify's PCI-scoped checkout.
- · Wholesale portal gated with signed session tokens.
Screens & mobile experience
Notes we keep coming back to.
- 01Editorial pages need a real editor. We wrote the first quarter with the founder.
- 02Slow, hand-shot photography beats fast, generic renders — always.
- 03Wholesale + DTC on one stack works only when the two flows never touch.
Questions about the Catterce project.
Why headless instead of a Shopify theme?
The design intent needed page-level control the theme system couldn't reach without heavy hacks.
How is content authored?
Sanity — with pre-designed section blocks the studio composes visually.
Do you handle inventory or fulfilment?
No — inventory lives in Shopify, which is the source of truth.
What did the wholesale portal include?
Line-sheet browsing, net-30 accounts, and password-gated pricing.
Have a project that needs this kind of care?
Book a 30-minute consultation. We'll talk through what you're trying to build — and whether Siddiq.in is the right studio to build it with you.