Apparel · Custom varsity jackets · UK since 2011

One maker, four kinds of buyer.

Varsity City has hand-made custom varsity and letterman jackets in the UK since 2011, for Netflix, the NFL, Warner Bros, universities and school leavers. We redesigned their Shopify store around that mix: a bold new homepage that gives brands, teams, universities and schools their own path, and puts the online jacket designer front and centre.

Client: Varsity City
Scope: UX and UI redesign, Shopify
Platform: Figma + Shopify
Full redesign: About 13 pages

Varsity City · Homepage

The challenge

One jacket or a thousand. Same site for both.

Varsity City sells to very different people. A student wants one jacket with their initial. A film studio needs a hero piece for a character. A university society orders sixty, a corporate client wants three hundred for an event.

The old store mixed all of them on the same pages, with repeated content, small bugs and a bare page around the jacket designer, the tool that brings most custom orders in. The goal: simpler, up-to-date UX, more enquiries and better SEO, without touching the designer tool itself.

A clear path for every kind of buyer
More bulk quote enquiries
No duplicate content, better SEO

Mixed audiences

Single orders and 100+ corporate commissions shared the same pages, so neither got the answers it needed.

A hidden designer

The jacket designer brings in custom orders, but it sat on a bare page with no sizing, details or steps around it.

Repeated content

The same text on several pages confused visitors and competed with itself in search.

How we work

Homepage first, then a page for every buyer.

The redesign runs in clear milestones. The homepage sets the look and the structure, then each audience gets its own page before the Shopify build.

Audit

What to keep, what to cut

We went through the current store page by page: duplicate content, broken bits, and which pages actually bring enquiries.

Content and SEO audit
Bug list
New site map

Homepage

Bold, sporty, trusted

Deep green, scarlet and cream with a tall condensed headline, real photos of people in the jackets, and proof from big brands everywhere.

Homepage desktop
Audience cards
Bulk quote form

Audience pages

Four buyers, four pages

Corporate and brands, sports teams, universities and societies, schools and leavers. Each with its own copy, proof and quote form.

Four segment pages
Copy for each
Remaining pages

Build

Shopify, designer untouched

A clean Shopify build around the existing jacket designer, with sizing and details added to its page.

Shopify theme
Designer page rebuilt
Redirects and SEO

At a glance

2011Hand-crafting jackets since15+ years of experience

0+Jackets delivered worldwideFrom one-offs to 100+ orders

0+Major brands and corporatesNetflix, NFL, Spotify, Bolt

0+Colour combinations in the designerBody, sleeves, ribbing

The idea

Put the designer in the spotlight.

The jacket designer is how most custom orders start, so the new homepage leads with it: "Design my jacket" is the first button in the hero, a whole section walks through body colour, sleeve leather, ribbing and letters, and four simple steps explain what happens next.

Try it. Pick the colours and add your letter.

Your custom varsity jacketForest / WhiteMade to order in 4–6 weeks

Body

Sleeves

Ribbing

Letter

Audiences

Four doors, right after the hero.

Corporate and brands, sports teams, universities and societies, schools and leavers. Each gets a big photo card with what they usually order, and leads to its own page. Above them, a row of real client names from the NFL to SOAS University.

For brands, schools, universities and teams: four audience cards

Collection

Every kind of jacket, one grid.

Custom varsity, letterman, women's, baseball, men's and personalised jackets, each as a photo card with a one-line description and a shop link. Real people in real jackets, no flat product shots.

Crafted for style, identity and comfort: the collection grid

Ready to ship

For people who can't wait six weeks.

Next to the made-to-order service sits a stock line: “Own your look” shows ready-to-ship jackets at £199, in stock and dispatched straight away.

Own your look: ready-to-ship varsity jackets at £199

Process

Four steps, from colours to doorstep.

Design it online, pick your base, add the detail, production and delivery in 4–6 weeks. A dark, numbered section that answers “what happens after I order?” before anyone has to ask.

Portfolio

You've seen us before.

Jackets made for Sex Education, Justice League, Venom and Kingsman 2, listed like film credits next to a still from the show. For a custom maker, nothing builds trust faster.

Portfolio: jackets made for Netflix, DC Films, Marvel and Kingsman

Bulk orders

A quote form that sells the service.

The bulk form lives on the homepage, with category, estimated quantity and project details, next to the promises that matter to a buyer: a reply within 4 business hours, no minimum order, sample and fitting days, a dedicated account manager.

The whole homepage

Proof on every scroll.

Brand names in the top bar, client logos, film credits, materials and FAQs. Each section answers a doubt before it turns into a reason to leave, and every one ends with a way to design or quote.