Case Study
A Shopify migration for an award-winning sustainable high fashion brand.
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Many brands these days call themselves sustainable. But what does it take to become a circular brand? This was a question answered by our latest brand AOIFE, an Irish award-winning luxury fashion label. Crafting their high-end bags, clothing and accessories from recycled fishing nets and waste plastics from the ocean, AOIFE products are now stocked in the world’s finest stores and are pioneering a Waste to Wear movement.
Our team first met CEO Aoife Rooney at Showcase Ireland, one of Dublin’s busiest trade events. Struck by her glass display cabinet filled to bursting with old fishing nets, Aoife explained that she used old fishing materials to recycle them into bags, creating a circular fashion process that turns old into new. Offering a repairs service for their stock when it reaches end-of-life, Aoife has spent the past six years making her brand as environmentally conservative as possible: using regenerated yarns and donating profits to their partner Healthy Seas to ensure they’re always giving back.
Aoife told us that despite the brand’s clear mission and many awards, she was struggling with her old WordPress site and how hard it was to manage. We knew that a migration to Shopify would help to elevate her brand and tell her story in a much sleeker, succinct way. We exchanged details, followed @aoifelifestyle on Instagram, and offered her a site audit to test the WordPress site and highlight areas for improvement that could easily be made with a switch to Shopify.
Many brands these days call themselves sustainable. But what does it take to become a circular brand? This was a question answered by our latest brand AOIFE, an Irish award-winning luxury fashion label. Crafting their high-end bags, clothing and accessories from recycled fishing nets and waste plastics from the ocean, AOIFE products are now stocked in the world’s finest stores and are pioneering a Waste to Wear movement.
Our team first met CEO Aoife Rooney at Showcase Ireland, one of Dublin’s busiest trade events. Struck by her glass display cabinet filled to bursting with old fishing nets, Aoife explained that she used old fishing materials to recycle them into bags, creating a circular fashion process that turns old into new. Offering a repairs service for their stock when it reaches end-of-life, Aoife has spent the past six years making her brand as environmentally conservative as possible: using regenerated yarns and donating profits to their partner Healthy Seas to ensure they’re always giving back.
Aoife told us that despite the brand’s clear mission and many awards, she was struggling with her old WordPress site and how hard it was to manage. We knew that a migration to Shopify would help to elevate her brand and tell her story in a much sleeker, succinct way. We exchanged details, followed @aoifelifestyle on Instagram, and offered her a site audit to test the WordPress site and highlight areas for improvement that could easily be made with a switch to Shopify.
Many brands these days call themselves sustainable. But what does it take to become a circular brand? This was a question answered by our latest brand AOIFE, an Irish award-winning luxury fashion label. Crafting their high-end bags, clothing and accessories from recycled fishing nets and waste plastics from the ocean, AOIFE products are now stocked in the world’s finest stores and are pioneering a Waste to Wear movement.
Our team first met CEO Aoife Rooney at Showcase Ireland, one of Dublin’s busiest trade events. Struck by her glass display cabinet filled to bursting with old fishing nets, Aoife explained that she used old fishing materials to recycle them into bags, creating a circular fashion process that turns old into new. Offering a repairs service for their stock when it reaches end-of-life, Aoife has spent the past six years making her brand as environmentally conservative as possible: using regenerated yarns and donating profits to their partner Healthy Seas to ensure they’re always giving back.
Aoife told us that despite the brand’s clear mission and many awards, she was struggling with her old WordPress site and how hard it was to manage. We knew that a migration to Shopify would help to elevate her brand and tell her story in a much sleeker, succinct way. We exchanged details, followed @aoifelifestyle on Instagram, and offered her a site audit to test the WordPress site and highlight areas for improvement that could easily be made with a switch to Shopify.
Many brands these days call themselves sustainable. But what does it take to become a circular brand? This was a question answered by our latest brand AOIFE, an Irish award-winning luxury fashion label. Crafting their high-end bags, clothing and accessories from recycled fishing nets and waste plastics from the ocean, AOIFE products are now stocked in the world’s finest stores and are pioneering a Waste to Wear movement.
Our team first met CEO Aoife Rooney at Showcase Ireland, one of Dublin’s busiest trade events. Struck by her glass display cabinet filled to bursting with old fishing nets, Aoife explained that she used old fishing materials to recycle them into bags, creating a circular fashion process that turns old into new. Offering a repairs service for their stock when it reaches end-of-life, Aoife has spent the past six years making her brand as environmentally conservative as possible: using regenerated yarns and donating profits to their partner Healthy Seas to ensure they’re always giving back.
Aoife told us that despite the brand’s clear mission and many awards, she was struggling with her old WordPress site and how hard it was to manage. We knew that a migration to Shopify would help to elevate her brand and tell her story in a much sleeker, succinct way. We exchanged details, followed @aoifelifestyle on Instagram, and offered her a site audit to test the WordPress site and highlight areas for improvement that could easily be made with a switch to Shopify.
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After agreeing to a site audit, our team analysed the old AOIFE store and found immediate issues with the inflexible WordPress theme. From duplicate navigation bars leading customers down confusing site journeys, through to broken menus, a returns page that required customers to actually print out a form and fill it in by hand, there were many things that were holding the brand and its mission back.
Aoife herself also admitted that the site’s clunkiness was preventing her from seeking extra publicity for the brand - and lack of training meant that she struggled to add logos and awards to her site as and when they came in. Any new Shopify site would have to be easy to use, display the stunning brand imagery and videography in a way that still felt luxurious, and drive more sales to AOIFE directly, rather than relying on their many stockists.
After agreeing to a site audit, our team analysed the old AOIFE store and found immediate issues with the inflexible WordPress theme. From duplicate navigation bars leading customers down confusing site journeys, through to broken menus, a returns page that required customers to actually print out a form and fill it in by hand, there were many things that were holding the brand and its mission back.
Aoife herself also admitted that the site’s clunkiness was preventing her from seeking extra publicity for the brand - and lack of training meant that she struggled to add logos and awards to her site as and when they came in. Any new Shopify site would have to be easy to use, display the stunning brand imagery and videography in a way that still felt luxurious, and drive more sales to AOIFE directly, rather than relying on their many stockists.
"Thanks Kubix. It was a lovely, fast and smooth experience working with you. Sincere thanks for all your hard work!" Aoife Rooney, Founder
After agreeing to a site audit, our team analysed the old AOIFE store and found immediate issues with the inflexible WordPress theme. From duplicate navigation bars leading customers down confusing site journeys, through to broken menus, a returns page that required customers to actually print out a form and fill it in by hand, there were many things that were holding the brand and its mission back.
Aoife herself also admitted that the site’s clunkiness was preventing her from seeking extra publicity for the brand - and lack of training meant that she struggled to add logos and awards to her site as and when they came in. Any new Shopify site would have to be easy to use, display the stunning brand imagery and videography in a way that still felt luxurious, and drive more sales to AOIFE directly, rather than relying on their many stockists.
After agreeing to a site audit, our team analysed the old AOIFE store and found immediate issues with the inflexible WordPress theme. From duplicate navigation bars leading customers down confusing site journeys, through to broken menus, a returns page that required customers to actually print out a form and fill it in by hand, there were many things that were holding the brand and its mission back.
Aoife herself also admitted that the site’s clunkiness was preventing her from seeking extra publicity for the brand - and lack of training meant that she struggled to add logos and awards to her site as and when they came in. Any new Shopify site would have to be easy to use, display the stunning brand imagery and videography in a way that still felt luxurious, and drive more sales to AOIFE directly, rather than relying on their many stockists.
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Armed with a clear set of deliverables and a lot of brand inspiration, our design team set about picking a theme that would reflect the high quality, minimalist feel of her fashions. We asked Elodie, the Lead Designer of the project, how the project went:
“Aoife’s early feedback revealed that her inspiration sources were Prada, Gucci and the Ace Bag.
Honesty and transparency about her circular model were crucial for the designs, so during our early concepts we explored various Shopify themes to find a simple structure that would let Aoife’s gorgeous photography and focus on their ocean rescue missions do most of the talking. New icons on the product page have been used to highlight the brand’s circular model, but primarily we wanted lots of space for their circular business practices and stunning photography.
The result was a clean website with muted black and cream colour palettes, and additional Lookbook pages to showcase her seasonal launches.”
Armed with a clear set of deliverables and a lot of brand inspiration, our design team set about picking a theme that would reflect the high quality, minimalist feel of her fashions. We asked Elodie, the Lead Designer of the project, how the project went:
“Aoife’s early feedback revealed that her inspiration sources were Prada, Gucci and the Ace Bag.
Honesty and transparency about her circular model were crucial for the designs, so during our early concepts we explored various Shopify themes to find a simple structure that would let Aoife’s gorgeous photography and focus on their ocean rescue missions do most of the talking. New icons on the product page have been used to highlight the brand’s circular model, but primarily we wanted lots of space for their circular business practices and stunning photography.
The result was a clean website with muted black and cream colour palettes, and additional Lookbook pages to showcase her seasonal launches.”
Armed with a clear set of deliverables and a lot of brand inspiration, our design team set about picking a theme that would reflect the high quality, minimalist feel of her fashions. We asked Elodie, the Lead Designer of the project, how the project went:
“Aoife’s early feedback revealed that her inspiration sources were Prada, Gucci and the Ace Bag.
Honesty and transparency about her circular model were crucial for the designs, so during our early concepts we explored various Shopify themes to find a simple structure that would let Aoife’s gorgeous photography and focus on their ocean rescue missions do most of the talking. New icons on the product page have been used to highlight the brand’s circular model, but primarily we wanted lots of space for their circular business practices and stunning photography.
The result was a clean website with muted black and cream colour palettes, and additional Lookbook pages to showcase her seasonal launches.”
Armed with a clear set of deliverables and a lot of brand inspiration, our design team set about picking a theme that would reflect the high quality, minimalist feel of her fashions. We asked Elodie, the Lead Designer of the project, how the project went:
“Aoife’s early feedback revealed that her inspiration sources were Prada, Gucci and the Ace Bag.
Honesty and transparency about her circular model were crucial for the designs, so during our early concepts we explored various Shopify themes to find a simple structure that would let Aoife’s gorgeous photography and focus on their ocean rescue missions do most of the talking. New icons on the product page have been used to highlight the brand’s circular model, but primarily we wanted lots of space for their circular business practices and stunning photography.
The result was a clean website with muted black and cream colour palettes, and additional Lookbook pages to showcase her seasonal launches.”
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With additional pages on sustainability and her Lookbook galleries, the project expanded beyond a simple Homepage, Collection and Product Page design into the site that Aoife had always wanted. As the project moved through to development, our team trained Aoife on using her new store so that she could run it self-sufficiently post-launch. From setting up new collections to updating her homepage with new banners, awards and products, we showed her exactly how to run the online side of her business - just in time for her new clothing range which launched in time with the site. Expanding from her circular handbags, the new Ready to Wear range now features coats, dresses, trousers and even pet clothing. Why pets? Aoife didn’t want to waste any fabric. Leftover cuttings from her clothing range would be turned into dog coats and luxury pet accessories so that AOIFE shoppers could match their pooch to their purse. If that doesn’t deserve a round of a-paws, we don’t know what does.
Now live and already enjoying the Shopify ecosystem, Aoife couldn’t be more pleased with the end results. Not all sites have to be all-singing, all-dancing. But a strong brand whose aim is to make the world a better place will always catch our eye. As AOIFE continues to rescue and reuse plastics from the sea and turn them into clothing that people can cherish for decades to come, we’re very proud to have played a part in their circular mission.
With additional pages on sustainability and her Lookbook galleries, the project expanded beyond a simple Homepage, Collection and Product Page design into the site that Aoife had always wanted. As the project moved through to development, our team trained Aoife on using her new store so that she could run it self-sufficiently post-launch. From setting up new collections to updating her homepage with new banners, awards and products, we showed her exactly how to run the online side of her business - just in time for her new clothing range which launched in time with the site. Expanding from her circular handbags, the new Ready to Wear range now features coats, dresses, trousers and even pet clothing. Why pets? Aoife didn’t want to waste any fabric. Leftover cuttings from her clothing range would be turned into dog coats and luxury pet accessories so that AOIFE shoppers could match their pooch to their purse. If that doesn’t deserve a round of a-paws, we don’t know what does.
Now live and already enjoying the Shopify ecosystem, Aoife couldn’t be more pleased with the end results. Not all sites have to be all-singing, all-dancing. But a strong brand whose aim is to make the world a better place will always catch our eye. As AOIFE continues to rescue and reuse plastics from the sea and turn them into clothing that people can cherish for decades to come, we’re very proud to have played a part in their circular mission.
With additional pages on sustainability and her Lookbook galleries, the project expanded beyond a simple Homepage, Collection and Product Page design into the site that Aoife had always wanted. As the project moved through to development, our team trained Aoife on using her new store so that she could run it self-sufficiently post-launch. From setting up new collections to updating her homepage with new banners, awards and products, we showed her exactly how to run the online side of her business - just in time for her new clothing range which launched in time with the site. Expanding from her circular handbags, the new Ready to Wear range now features coats, dresses, trousers and even pet clothing. Why pets? Aoife didn’t want to waste any fabric. Leftover cuttings from her clothing range would be turned into dog coats and luxury pet accessories so that AOIFE shoppers could match their pooch to their purse. If that doesn’t deserve a round of a-paws, we don’t know what does.
Now live and already enjoying the Shopify ecosystem, Aoife couldn’t be more pleased with the end results. Not all sites have to be all-singing, all-dancing. But a strong brand whose aim is to make the world a better place will always catch our eye. As AOIFE continues to rescue and reuse plastics from the sea and turn them into clothing that people can cherish for decades to come, we’re very proud to have played a part in their circular mission.
With additional pages on sustainability and her Lookbook galleries, the project expanded beyond a simple Homepage, Collection and Product Page design into the site that Aoife had always wanted. As the project moved through to development, our team trained Aoife on using her new store so that she could run it self-sufficiently post-launch. From setting up new collections to updating her homepage with new banners, awards and products, we showed her exactly how to run the online side of her business - just in time for her new clothing range which launched in time with the site. Expanding from her circular handbags, the new Ready to Wear range now features coats, dresses, trousers and even pet clothing. Why pets? Aoife didn’t want to waste any fabric. Leftover cuttings from her clothing range would be turned into dog coats and luxury pet accessories so that AOIFE shoppers could match their pooch to their purse. If that doesn’t deserve a round of a-paws, we don’t know what does.
Now live and already enjoying the Shopify ecosystem, Aoife couldn’t be more pleased with the end results. Not all sites have to be all-singing, all-dancing. But a strong brand whose aim is to make the world a better place will always catch our eye. As AOIFE continues to rescue and reuse plastics from the sea and turn them into clothing that people can cherish for decades to come, we’re very proud to have played a part in their circular mission.
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