A visual Shopify store for Pavement Sox, built around socks inspired by New York neighborhoods, communities and the streets that connect them.
Visit live store ↗Pavement Sox wanted a store that felt rooted in New York, not a standard apparel template. Each sock relates to a place or community, so shoppers needed a visual way to understand how the collection was divided. The brand also needed a strong launch experience without a full bank of professional product photography, plus practical ways to handle custom orders and sold-out stock.
We designed a custom Shopify store with a street-level New York feel and an interactive map at its center. Hovering over a neighborhood name highlights its area on the map, creating a direct link between the story of a place and the product. We prepared the available photo assets for the site, added a custom-order inquiry modal and Instagram feed, and changed sold-out messaging to 'Coming soon' so customers know a product may return.
Pavement Sox now has a store with a distinct New York identity and a clear way for customers to explore the collection by place. In its first 2.5 months live, the store reached a 3.42% conversion rate.
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