Shopify web design
HEART OF STEEL
Alternative jewelry and streetwear from the underground.
Art direction → conversion
A world before a catalog
The store opens on a full-bleed campaign image—chains, gothic styling, direct eye contact—with chrome display type stacked over it. Visitors are dropped into a subculture, not a product list. That emotional buy-in is what lets a new brand charge $80–$110 for a hoodie or necklace.
One red button
Everything on the hero is monochrome except SHOP NOW in red. There is exactly one place for the eye to land and one decision to make. The secondary OUR STORY button is intentionally quiet—an outline, not a fill—so the conversion path stays dominant.
Dark world, clean shelf
The SEASON ONE carousel flips to white-background product shots. After the moody campaign sets the vibe, products are presented like artifacts in a case—named pieces ("Winged Heart" necklace, "Cupid's Revenge" hoodie) with prices visible immediately. No clicks needed to know what something costs.
Drop framing builds urgency
Calling the collection SEASON ONE implies a season two—and an expiry date. Naming each piece turns SKUs into collectibles, which supports premium pricing and repeat visits between drops.
Want a flagship like this?
Start a project