Stone Rose is a premium men’s clothing brand known for its performance fabrics, tailored fits, and distinctive designs. The brand’s existing site had aged out of alignment with its product positioning — it no longer reflected the quality or confidence of what it was selling.
Split Development was brought in to rebuild the site from scratch: new UX/UI design based on a client-supplied reference document, and full Shopify development using a customised Dawn theme. The result is the live site at stonerose.com — the old version is no longer accessible.
1. Modernise the brand’s digital presence
The client’s primary goal was a full visual and structural overhaul. The existing site looked dated and no longer matched the premium perception of the Stone Rose brand. The redesign needed to reflect the quality of the product — clean, confident, and contemporary.
2. Build on a scalable, maintainable Shopify foundation
Rather than a proprietary theme or custom framework, the project used Dawn — Shopify’s most widely supported base theme — as the foundation. This ensures the client can manage and extend the site long-term without dependency on a specific vendor or framework.
3. Deliver fully custom components and purchasing flows
The default Shopify component set wasn’t sufficient for Stone Rose’s merchandising needs. The project required fully custom sections, page templates, and a dedicated Bundle Builder — including a promotional mechanic where the fifth shirt in a bundle is provided free of charge.
4. Mobile-first design and development
All UX and UI decisions were made with mobile as the primary context. The site was designed and built mobile-first, with desktop treated as an upscale of that core experience.
Custom Shopify theme built on Dawn
Split Development’s standard approach — and what was used here — is to start from Dawn and build out fully custom sections, page templates, and functional components on top of it. This gives clients the stability of Shopify’s maintained base while delivering a completely bespoke front-end that doesn’t look or behave like a default theme.
Bundle Builder with promotional logic
One of the key custom deliverables was a Bundle Builder template: a dedicated product page flow that allows customers to select multiple items and automatically applies a free-fifth-shirt mechanic when the bundle threshold is reached. This kind of promotional logic sits outside standard Shopify functionality and was implemented as a custom section with its own purchase flow.
Mobile-first approach across all components
Every component — navigation, product cards, collection filters, cart, PDP — was designed and developed from the mobile viewport up. The design brief, which the client supplied as a detailed reference document, was interpreted and executed with mobile behaviour as the default state.
UX/UI design from reference to Figma to live
The design process started from the client’s reference document and was built out in Figma before development. Split Development handled both design and development, meaning the handoff between the two phases was seamless — no translation loss between intent and implementation.
The Stone Rose site launched on schedule. The old site is fully replaced — what’s live at stonerose.com today is the version Split Development designed and built. The client’s brief was delivered in full: a modern, mobile-first Shopify storefront with custom components that match the brand’s premium positioning.
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