StreetX
A Shopify-powered platform for an Australian streetwear brand driving culture, community, and long-term growth.
Objective
When I partnered with StreetX, the website was outdated, unstable, and difficult to manage. Online sales were an afterthought compared to brick-and-mortar, and the existing theme was not built to support growth, frequent drops, or reliable promotions.
The goal was to stabilise the existing site while designing a modern Shopify theme and system that could shift the brand toward an online-first focus without disrupting day-to-day trade.
Strategy
The approach was twofold. Fix and stabilise the live site while building a modern replacement theme in parallel. This allowed StreetX to continue operating while transitioning to a more scalable, future-proof setup.
The new system focused on speed and flexibility. Product drops, limited releases, and rapid promotions were designed to be easy to execute and repeat. This structure was in place before COVID, enabling a smooth pivot to online-only trading when physical retail paused.
Since then, the platform has supported significant growth. This includes a move to 3PL fulfilment, the launch of a US store and warehouse, and major trading periods such as Black Friday, Christmas Day, and Boxing Day. Today, online sales far outweigh physical retail, supported by a system built for ongoing scale.
Tasks
Design & UX
Shopify theme customisation
App setup & management
Discounts & promotions
Klaviyo email marketing
Ongoing maintenance
Credits
Marketing: Circles Agency
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