Overview
Marlét Clo is a luxury streetwear brand built around limited capsules — designed once, produced in limited numbers, and never restocked once they sell through. The brief was a dark, minimal Shopify store that felt premium from the first scroll, with the infrastructure to launch and sell each drop.
The live store at marletclo.com now runs Capsule 002 (two shirts, bundle pricing) alongside Capsule 001 Essentials. The build covered the full stack: bespoke theme, product architecture, DNS/email deliverability, and Meta Ads to drive traffic into the drop.
Approach
The brand asked for a dark, minimal storefront that felt premium from the first scroll — so the Shopify theme, typography and colour system were built around that identity rather than a stock template.
Launch meant more than a product grid. Store, email authentication (SPF, DKIM, DMARC), and Meta Ads were treated as one stack so each capsule could go live with checkout, inbox deliverability and paid social already in place.
The store now sells Capsule 002 with bundle pricing (get both shirts for £60) and keeps Capsule 001 Essentials in the permanent collection — still never restocked, designed in the UK, with free UK shipping and 14-day returns.
Live now
Current storefront frames from the live Shopify build — Capsule 002 shirts with bundle pricing, brand value props, and Capsule 001 Essentials still listed. No restocks; designed in the UK.
Scope
Built the full Shopify store from scratch — product setup, collection architecture, checkout flow, and a bespoke theme customisation to match the brand's dark, minimal aesthetic. Typography, spacing and colour decisions were made to position the brand at the premium end of the market.
Configured full DNS authentication for transactional and marketing email — SPF, DKIM, and DMARC records set up and verified to ensure order confirmations and campaigns land in the inbox rather than spam. Resolved existing deliverability issues that were affecting customer communication.
Set up and actively managed Meta Ads campaigns targeting GB, IE, and US markets. Instagram-only placements with CBO budget structure, optimised for purchase events. Ongoing creative direction, audience refinement, and performance analysis to drive traffic to the drop.
Investigated and addressed abandoned checkout issues — analysing drop-off points, reviewing checkout UX, and implementing fixes to recover lost conversions. Ongoing discount logic management and promotional mechanics on Shopify.
Stack
Next project
Shopify stores, bespoke themes, email setup and paid social — scoped to the brand.
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