New Era UK — Shopify store
New Era UK sells official caps, fitted caps, snapbacks and licensed MLB, NFL and NBA merchandise, alongside clothing and accessories, to shoppers across the UK. Pixel2Tech built the New Era UK Shopify store as white-label development partner for a digital agency, delivering the development on the agency's behalf.
- Client
- New Era UK
- Practice
- Ecom Stores
- Service
- Shopify Stores
- Engagement
- White-label partner
- Live store
- neweracap.co.uk ↗
The work
What we built for New Era UK (white-label)
Scroll the homepage
The full homepage as it appears on desktop. Scroll inside the window.
On mobile
Most shoppers arrive on their phones, so the mobile layout matters most.
- neweracap.co.uk
New Era UK store page 2
Project brief
Deliverables
- Shopify storefront
- Silhouette icon navigation
- Sport and team collections
- Faceted collection filters
- Product page with size guide and loyalty
- Mobile layout
The challenge
The catalog is overwhelmingly caps, and the same team logo comes in many silhouettes, crowns, colors and fits. Shoppers search in different ways: by silhouette such as 59FIFTY or 9FORTY, by sport and team, by material or by color, and fitted caps need precise sizing.
Our approach
Under the main menu, a scrolling row of round silhouette icons (59FIFTY, 9FORTY, trucker, 9TWENTY, A-frame and more) gives one-tap access to each cap style. The headwear menu breaks caps down by silhouette, style, material and color, and a Shop by Sport section covers MLB, NFL, NBA, football, motorsports, cricket, rugby and golf. Collection pages offer filters for category, silhouette type, style, color, size, gender, sport, team, visor style, fit and fabric, and product pages pair color swatches and fitted sizes with a size guide, a wish list button and the Collectors Club points earned.
The outcome
A Shopify store where a fan can go from a team or a cap style to the exact fit and color in a few clicks. Size guides and loyalty points sit on every cap page.
- Platform
- Shopify (custom New Era theme)
- Catalog
- Caps, beanies, bucket hats, clothing, accessories
- Shopping
- By silhouette, sport and team, deep filters
How we did it
Step 01
Silhouette first
A row of cap icons under the header links straight to each silhouette, and the headwear menu repeats them with men's, women's and kids links, crown variants and a size guide per style.
Step 02
Sport and team
Shop by Sport groups licensed ranges for MLB, NFL, NBA, football, motorsports, cricket, rugby and golf, with team shortcuts and related categories along the top of each collection.
Step 03
Filters
Collection pages show the product count, a grid density toggle and sorting, plus a long filter sidebar covering silhouette type, team, visor style, fit, fabric, color and size.
Step 04
Product pages
Each cap shows its silhouette, rating, color variants, fitted sizes with a size guide, a Collectors Club banner with the points earned, add to bag, wish list and accordions for details, team information, delivery and reviews.
Tools and platforms
- Shopify
- Custom Shopify theme
- Swym wish list
- Klaviyo
- Yotpo
Why this project matters
Cap buyers often know the team and the shape they want, and fitted caps only work in the right size. Navigation by silhouette and team, with size guides on the page, gets them to a cap that fits.
Questions about this project
What platform is the New Era UK store built on?
It runs on Shopify with a custom New Era theme, using Shopify collections for silhouettes, sports, teams, materials and colors.
Do you work white-label for agencies?
Yes. We build Shopify stores and websites under the agency's brand, with an NDA when needed, while the agency manages its client. Tell us about the project and we will send a fixed quote after a short call.
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