Project

In The Box Shop

A Shopify tailored to the theme, content and relationship with the public: from purchasing experience to Mailchimp campaigns.

Client

In The Box

Period

Continuous collaboration

A shop should not look like a theme. It should feel like a brand.

In The Box is a brand of socks, clothing and accessories that lives on collections, capsules, licenses and seasons. Shopify offers a solid basis to sell, but the platform alone is not enough to return such an editorial and continuous identity.

The project combines theme personalization, e-commerce experience management, seasonal content and Mailchimp newsletters. The result is not a site delivered once: it is a system that changes together with the collections maintaining consistent navigation, product and relationship with the public.

Ambito

E-commerce and retention

Platform

Shopify

Development

Liquid, CSS and JavaScript

E-mail marketing

Mailchimp

Partnership

Continuation

01Shopify theme customization

A standard platform. A standard experience is not.

The Shopify theme has been changed deep through Liquid, CSS and JavaScript. We have built and adapted sections, navigation, editorial content, cart behaviour, presentation of collections and promotional components to approach the platform to the way the brand communicates and sells.

Customization does not serve to hide Shopify. It takes advantage of its catalogue, checkout and back office without letting the theme constraints decide hierarchy, rhythm and tone of experience.

Homepage In The Box built on Custom Shopify theme

Seasonal editorial layout designed for the shop In The Box

02UX and e-commerce features

From the collection to the cart, without losing the tone of the brand.

Megamenu, categories, research and archives must manage stockings, clothing, accessories, capsules and collaborations without forcing people to know in advance the exact name of a product. The structure accompanies the discovery to the choice while maintaining the many families of the catalogue.

The product card integrates variants, quantities, composition, cutting guides, quick payments and related content. Also trolley, free shipping threshold and promotional messages have been adapted: small interventions that together make the theme a more accurate commercial tool.

Shopify In The Box product sheet with variants, purchase and guide to sizes

Visual system of e-commerce categories In The Box

03Visual merchandising digital

Every season changes the story. The structure remains ready to welcome it.

New collections, sales, capsules and collaborations require homepages and up-to-date routes quickly. We design desktop and mobile assets, sliders, categories and promotional materials so that the change of season can be recognizable without rebuilding the shop from scratch every time.

The work on the theme and that on the contents proceed together: the sections must be flexible enough to accommodate different photographs, editorial compositions and call to action, but rather strict enough to maintain continuity over time.

Fall Winter campaign 2026 applied to the homepage In The Box

05Content for commerce

The product sells better when photography and interface speak the same language.

The work also includes the selection, adaptation and production of assets that feed shops and campaigns. Images worn, still life, details and editorial compositions are prepared for different contexts and formats without losing recognisability.

This archive allows to coordinate homepages, categories, newsletters and seasonal launches. The content does not come to the end to fill a space: it is designed together with the system that will host it.

Editorial Photography In The Box for the Spring Summer collection 2026

Editorial detail In The Box for e-commerce content

A commerce that remains alive

Theme, content and relationship. A single sales system.

Shopify maintains solid infrastructure; custom work builds experience; content and Mailchimp accompany the brand beyond the single visit.

Liquid + CSS + JS

Really customized theme

Sections and behaviors are adapted to the business needs and brand language.

Shopify + Mailchimp

Commerce and retention

Sites and email campaigns share calendar, content and destinations.

Desktop + mobile

Coherent Seasons

Each launch is designed in the necessary formats without losing visual continuity.

Continue with

Queenspark

Let’s build something useful.