- Cake Shopify Theme
- Shopify Development
- Conversion Rate Optimisation
- UX & UI Design
- Search Engine Optimisation
High Dive Apparel is a UK-based ecommerce brand, born out of the owners frustration at the lack of high quality clothing being sold at music venues.
Years later, the brand is at the beating heart of the UK’s alternative scene - celebrating the work of local tattoo artists and garnering a cult following due to the brand being an authentic representation of the culture it was born out of.
We’ve been proud to work with High Dive Apparel for multiple years - supporting their performance marketing efforts and more. Feeling like their Shopify ecommerce store was falling behind their product offering and social media marketing from a user experience and creative stand point, High Dive Apparel decided to take the next step and invest in a new ecommerce store.
The Challenge
For High Dive Apparel, it wasn’t just natural brand progression that brought on the need for a new ecommerce store, the brand owners also noted frustration with back end issues, a feeling that their site lacked the personality of their products, and the strong ecom offering of their competitors.
Turning to us, High Dive Apparel wanted to cement their status as a distinctive brand in the alternative scene, and knew that our strong track record of building Shopify sites could get them there.
The primary goals for the new site were to
- Control the product range better with an improved navigation
- Map out collections and improve the user experience
- Increase the site’s conversion rate
- Build on the success of their loyalty program
Which we knew could all be delivered with our bespoke Cake Shopify Theme.
- Create a strong user experience
- Build on the art direction of the brand
- Boost conversions and site average order value
The Solution
High Dive Apparel has an immediately recognisable brand style inspired by tattoo culture and the iconic imagery of the associated punk and biker scenes - their black and yellow colour scheme and panther logo making them a standout brand in the scene.
Whilst these brand touchpoints had a place on the High Dive Website, there was room to push the style even further, and make the whole site a representation of the High Dive Apparel brand - not just a site that used some of the same touchpoints.
To this end, there are countless examples of High Dive’s tattoo culture origins throughout the new store. From custom-designed icons inspired to effectively communicate brand USPs to a recognisable tape effect to highlight headings, we made sure that every touchpoint of the High Dive Apparel website felt cohesive - and that the website felt like it belonged to the same world as the product.
Making the site easier for High Dive Apparel to control was also a point of focus, but it was a challenge we knew we could overcome. After all, the new High Dive Apparel site was built with the Cake Shopify Theme.
Our bespoke Cake Shopify Theme is a set of UI tools that ensure every site they’re used to build prioritises the ecommerce best practices scalability, flexibility, and site speed simultaneously.
For High Dive Apparel, who needed a site that allowed their business to grow, the Cake Shopify Theme ensured that adding new collections to the site could be done quickly and easily, meaning the new site also sped up wider business operations.
SEO actions
As with every project we’re involved with, we made sure that the site was best positioned from an SEO perspective - ensuring that new customers could easily join the High Dive Apparel community through discovery on Google. This included the design of SEO landing pages, an improved navigation to help the brand’s key product ranges rank for search engine discovery, and the core SEO checklist we prioritise for every new site that we deliver.
With all of this work in place, the New High Dive Apparel Shopify site was put live.
The Outcome
Going live in October 2025 alongside a new collection, the new High Dive Apparel site instantly made an impact.
Comparing the 30 days pre and post launch we see...
The new site gave High Dive Apparel the ecommerce experience they needed to grow as a brand and brought the personality of their products and marketing to their website - creating a more cohesive, and therefore, conversion-driving customer experience.
If you’d like to work with us to supercharge your Shopify Website or ecommerce marketing - let’s talk, we’d love to hear from you.
Every great relationship starts with a conversation. We’d love to talk with you about your next project and answer any questions you might have about Shopify. But be warned… once we get talking about this stuff, it’s hard to shut us up!
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