Headless Shopify storefront for an inclusive shapewear label.
Shopify's hosted themes are quick to launch and hard to escape. Augusta Newham's entire pitch is range — XXS through 8XL, shades for every skin tone — and range is exactly what a stock theme's product templates and filtering handle worst. The brand's differentiator was being flattened by the storefront presenting it.
Split the stack. Shopify keeps catalog, inventory, orders and checkout; the storefront gets rebuilt as a custom frontend against the Storefront API. Payments stay Shopify's problem — everything the customer actually browses becomes ours to shape.
Going headless means giving up the theme editor. Nobody client-side can restyle a section without a deploy, and every app in the Shopify ecosystem that assumed Liquid templates had to be replaced or rebuilt. That's a real ongoing cost, and it's only worth paying for a brand whose whole value lives in how the range is presented.
A live storefront with collection pages, a size guide, and newsletter capture, running on Vercel with Shopify handling commerce underneath.
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