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Case studies Istoric

UI/UX Design Shopify Development Custom Theme Fashion · D2C

Streetwear with a story — and a store built to sell it.

Istoric is a premium streetwear label made by filmmakers for India's creators. We designed and developed a fully custom Shopify theme that turns every drop into a story, rewards members with lower prices, and lifts order value with a bespoke “Pick your pack” bundle builder.

Client

Istoric

Industry

Streetwear · D2C fashion

Scope

UI/UX design, custom Shopify theme & development

Timeline

6 weeks

The client

A label by filmmakers, worn by the bold.

Istoric makes premium streetwear for India's filmmakers and creators — 220 GSM French terry, stone and acid washed, printed with custom graphics and produced in small batches. Every drop is a story: six tees, each a chapter in a filmmaker's journey, alongside “Wall Narratives” art frames for the studio wall.

The brief

Make the store as cinematic as the clothes.

Build a Shopify store that sells the story behind every tee, rewards the community with member pricing, and grows order value with bundles — on a custom theme the team can run, without a stack of apps slowing it down.

The challenge

Sell a story, not just a T-shirt.

01

Story before spec

Each tee is a chapter — Our goals, Our enemies, Our pride. A standard product grid would flatten that narrative into SKUs.

02

Bigger baskets

At premium price points, one tee per order caps growth. Buying the set had to feel like a reward — with no discount codes to remember.

03

A community, not a mailing list

Members should see their price everywhere and sign up in a tap — without offers stacking up and eating the margin.

04

Built for drops

Limited runs mean pre-orders, sizes that sell out and buyers who want reassurance on COD, delivery and exchanges.

Our approach

From a six-chapter drop to a custom storefront.

We started from the brand's story and let it shape every template — from the product grid to the bundle builder.

01

Discover

The label's filmmaker roots, the six-chapter drop and how creators actually shop — mostly on their phones.

02

Structure

T-Shirts, Bundle & Save, Wall Narratives, About and FAQs — with member pricing and drops built into every template.

03

Design

A monochrome, editorial interface in DM Sans that lets the washes, graphics and cinematic photography lead.

04

Build

A Shopify theme coded from scratch, with a bespoke bundle builder and member pricing across the store.

05

Launch

COD and wallet checkout, photo reviews, QA across devices, and handover of editable theme sections.

Key design decisions

Four ideas that turn a drop into a store.

01 — Every tee is a chapter

Six tees. One filmmaker's journey.

Product cards carry the story, not just the SKU: each tee wears its chapter — Our goals, Love for our tribe, Who we are, Our desires, Our enemies, Our pride — with a one-line narrative above the price. Browsing the drop reads like a storyboard.

02 — A bundle builder, not a coupon

Pick your pack. Watch the savings add up.

A custom “Pick your pack” page lets buyers choose Any 2, Any 3 or All 4 tees, pick a size per tee, and fill their bundle slot by slot. A progress bar and live bundle, regular and saving totals make the deal tangible — and the bundle price applies automatically in cart and checkout, with no code to remember.

03 — Member pricing, everywhere

Show the member price. Make joining a tap.

Member prices sit beside regular prices on every card, product page and bundle tier, with a “Join free” prompt one tap away. Behind the scenes, offers never stack: an order gets the bundle price or the first-order 10% — whichever saves the buyer more.

04 — Built for drops

Limited runs, with reassurance at every step.

Pre-order pieces are tagged once and badged everywhere. Sold-out sizes stay visible but unavailable, so buyers know what exists. Cash on delivery, free shipping and 7-day exchanges sit right where buyers decide — not buried in a policy page.

Visual system

Black and white, so the washes can speak.

Tech & development

A custom Shopify theme, not a template.

Istoric runs on a theme we coded from scratch — no Theme Store base. The bundle builder and member pricing are built into the theme itself, so the store stays fast and the team edits content through sections, while apps are kept to the essentials.

Shopify Custom theme · Liquid Vanilla JavaScript Automatic bundle pricing Customer accounts Judge.me reviews COD & one-click checkout Digital wallets

01 — Custom theme

Storytelling templates the team can edit.

Every template was designed around the drop narrative and built as editable sections.

  • Narrative product cards — chapter label, story line, price and member price
  • Product pages — story copy, size guide, wishlist, share, specification, shipping and care
  • Wall Narratives — a second product line with its own collection
  • Brand pages — Our story, manifesto, FAQs and policies

02 — Bundle builder

A custom section, not a bundle app.

“Pick your pack” is coded into the theme, so it matches the store exactly and adds no app scripts.

  • Tier selector — Any 2, Any 3 or All 4, with per-tee price and member price
  • Size-aware picks — a size per tee, with out-of-stock sizes disabled
  • Slots & progress — the summary fills as tees are added and counts down what’s left
  • Live maths — bundle price, regular price and savings update instantly
  • Automatic pricing — one “Add bundle to cart”; the price applies in cart and checkout

03 — Member pricing

One price system across the store.

Member pricing is part of the theme's price display, so it stays consistent wherever a price appears.

  • Everywhere — cards, product pages, bundle tiers and Wall Narratives
  • Join free — sign-up prompts that route into customer accounts
  • Campaign-ready — a site-wide announcement bar for limited member windows
  • One offer per order — the bundle price or first-order 10%, whichever saves more

04 — Drops & checkout

Ready for limited runs and Indian checkout.

The store handles how streetwear actually sells in India: drops, pre-orders and cash on delivery.

  • Pre-orders — tag a product once; badges and messaging follow everywhere
  • Checkout — COD, one-click checkout and digital wallets
  • Reviews — Judge.me ratings with photo and video filters
  • Trust at the point of decision — free shipping, delivery time and 7-day exchange by the buy button

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