A Shopify rebuild that lets the idea do the selling

A D&D-style clothing brand with a great hook and a website that struggled to mention it. I rebuilt the shop so that the idea does the selling.

Lich’s Loom sells embroidered RPG-style clothing. Tees at £25, hoodies at £50, stocked and shipped from the UK. The really cool part? Every item includes a stat card where the numbers are hand rolled by Jack before shipping. Pull a Legendary, and you get a whole host of benefits.

What was wrong

The stat card is a huge reason to buy from Lich’s Loom instead of any other similar brand online, and the previous website gave it one line of copy. No founder story, no explanation of the rarity system. Product pages that looked templated. The great stat card hook was buried.

What I did

A new Shopify theme, designed and built from scratch, that puts that stat mechanic front and centre.

The new homepage teaches the stat mechanic before it shows a product. “Wear Your Class” in big type, then how the card works and what a Legendary pull gets you. Shop-by-class collections for the existing lines (Barbarian, Paladin and Sorcerer), each with its own character. Jack’s founder story is told properly, because people want to know who they’re buying from.

The details are where the brand lives:

• A Legendary page that publishes the actual odds, Common 50% down to Legendary 2%. Printed odds read as honest; hidden odds read as a scam.
• A stat card callout on every product page, so opening your parcel becomes part of the sales pitch.
• A cart drawer with a free-shipping progress bar. “Spend £35 more” quietly builds a bigger basket.
• A contact form that routes by subject: order enquiries, Legendary claims, returns, wholesale, press. One form, no shared-inbox chaos.
• A 404 page that matches the vibe, set in the Astral Plane. If someone hits a dead end, they’re still with the brand.

The launch

I’ve never launched a site on vibes. The store only went live after a full pre-launch audit: every size variant and size guide in place, refund, shipping and terms pages published, real payments switched on with express checkout for mobile, checkout rebranded, and 301 redirects mapped from the old URLs so the shop stays in good standing with Google.

Redirects aren’t glamorous, but they’re one of the things that protects a business the most.

Where this stands

The site went live on Friday 21 August. This fresh build is the start, not the end result. The SEO work is ongoing: Google is still getting to grips with the new URLs, and the gift-guide pages are being written now to capture the Christmas searches. Search takes months, not weeks, and I’d rather be up front about that.

I only report on results that matter to your revenue, and that takes a season to build up. I’ll update this page with where the numbers are after December 2026. If it’s gone December and this paragraph is still here, email me and tell me off.