98 Degree North
A streetwear brand as sharp online as in the wardrobe
A modern Indian streetwear and lifestyle brand with a curated catalog of men's and women's apparel. We rebuilt their Shopify storefront from scratch — custom Liquid theme, mobile-first checkout, performance-tuned product pages — turning a struggling online presence into a high-converting revenue driver.
The brand had a loyal offline following but its Shopify store suffered from a generic theme, slow load times and a fragmented mobile checkout driving a 78% cart abandonment rate. Product photography wasn't landing, the navigation made discovery difficult, and the store simply didn't reflect the brand identity that earned them their offline reputation.
The Brand, Rebuilt
Product photography and brand identity finally united in a high-performance Shopify storefront — built to earn the sale before the customer hits Add to Cart.
How We Built It
A focused, deliberate process — from discovery to deployment.
Brand & Conversion Audit
Ran heatmap analysis and session recordings to pinpoint the exact drop-off points. Cross-referenced against the brand's Instagram aesthetic to understand the gap between online presence and offline identity.
Custom Liquid Theme
Built a fully custom Shopify Liquid theme from scratch — zero third-party template code. Every section, block and schema tailored to the streetwear identity with pixel-perfect implementation.
Performance & Image Pipeline
Implemented lazy loading, WebP conversion, Cloudflare CDN and critical CSS extraction. Achieved a 1.2s LCP on mobile, down from 4.8s on the legacy theme.
Mobile-First Checkout Overhaul
Redesigned cart and checkout for thumbs-first interaction — sticky add-to-cart, address autocomplete, single-page checkout and integrated UPI/Card payment methods for the Indian market.
Numbers That Matter
Real impact, measured and validated.
The Collection
A selection from the live storefront — each page a result of the custom Liquid theme, mobile-first layouts and optimised product photography pipeline.
What Powered It
Every tool chosen deliberately for the problem at hand.
Our online sales overtook our offline revenue just 3 months after the rebuild. The mobile experience is exactly what our customers expected from us.