The challenge
Shinichi Haraki founded Iron Heart in Japan in 2002, after 20 years as a pattern maker and designer at Edwin. He set out to make heavyweight selvedge denim and durable workwear for the Japanese motorcycling community. Since 2005, Iron Heart International has run sales outside Japan from Gosport, on the south coast of England, with a showroom in Hackney Wick, London. Alex Padmore now owns and runs the business with a team of 20.
Iron Heart customers know their fabric weights, cuts and dye processes in detail, and the brand ships worldwide. The site had to carry that depth of knowledge, help customers choose the right cut and size without trying it on, and support the community around the brand.
Solution
Strategy first, then a site built around the cut, the fabric and the community.
We started with a customer experience strategy: who Iron Heart’s customers are, how they choose a pair of jeans, and what the team needs to serve them worldwide. That shaped the redesign.
We redesigned the Shopify site around how denim customers shop. Bottoms are organized by cut, from slim to vintage tapered, and jackets by type. Guides to the denims, core cuts, fabrics and measurements sit alongside the products. The forum, the journal, RE:LOVE resale and repairs all stay close to hand.
Iron Heart is now a retainer client. We are working with the team on a growth roadmap and continuing to develop the site.
What we built
The build
- A customer experience strategy covering customers, markets and the path to purchase
- A redesigned Shopify site
- Navigation by cut for denim and by type for jackets
- Guides to denims, cuts, fabrics and measurements alongside the products
- Links to the forum, journal, RE:LOVE resale and repairs
- A growth roadmap and ongoing development on retainer
Technology: Shopify
Impact
The result
Iron Heart has a site that serves enthusiasts who know their fabric weights as well as newcomers buying a first pair, with a growth roadmap guiding the work that follows. The brand has also spoken at GROW, our event series, about building a community people care about.
