Lowie.
The shop was always premium. Now the website is too.
Website · Shopify · Type system · Photography direction
Lowie is an established, much loved sustainable womenswear brand with a beautiful shop in Herne Hill, London, a genuinely lovely product, and a sizeable email list. People knew the brand. The website did not show it. Whisk Digital rebuilt the site on Shopify, with new photography, a type system, and a design system to match.
If you’re an independent retailer or boutique brand looking for a digital agency that gets what you’re building, and will actually stick around to make sure it works, Whisk Digital are brilliant.
- Client
- Lowie
- Year
- 2025
- Sector
- Sustainable womenswear, DTC
- Location
- Herne Hill, London
- Platform
- Shopify
- Work
- Website, Type and design system
A premium brand, let down by its website.
Lowie is an established, much loved sustainable womenswear brand with a beautiful shop in Herne Hill, a genuinely lovely product, and a sizeable email list. People knew the brand. The website did not show it.
The old site did not feel premium. It leaned on flat product shots, the design quality was uneven, and the shopping experience, checkout included, fell short of the brand standing behind it. Visitors landed and did not find the brand they knew from the shop.
Premium, the moment it loads.
A calmer, more confident homepage. Big, well shot imagery, clear hierarchy, and a shopping path that gets out of the way. The brand reads the way it does in the shop.
Flat product shots out. A brand with a face in.
The single biggest change. The old site relied on flat product shots on white. We moved model photography across the range, so the clothes read the way they do in the shop, worn, alive, premium. The catalogue started to look like the brand.
A website job that moved the brand.
The logo stayed. Everything around it sharpened. Headlines moved to Cardo, a serif with an editorial, literary feel, and Poppins took the body, buttons and navigation, clean and quiet so the clothes lead. A proper layout system gave every surface, product, story and journal, the same considered structure. It was a website project. The brand felt it anyway.
Cardo. A serif with an editorial, literary feel, set large on the pages that tell the story.
Poppins. A clean, legible workhorse for body, buttons and navigation. Quiet, so the clothes lead.
With this much product, Shopify is the obvious answer.
Hundreds of products, variants, stock, payments, shipping. Shopify handles all of it without drama, and it scales with the range. The craft is in making a Shopify store not look like one. Lowie reads as a considered, premium brand. The platform simply gets out of the way.
It finally looks like Lowie.
The site went live in summer 2025 and now carries the brand the way the shop does. Premium photography, considered type, a shopping experience that matches the clothes, and customers spending over £100 an order.
Average order value from Shopify Analytics, July 2025 to May 2026.
Yours could be next.
A website that finally matches the brand behind it. Bring your situation.