Dolly Noire is a streetwear brand born in Milan. Since 2022 we have been their technical partner for e-commerce: we rebuilt the Shopify theme and we have kept evolving it together with their team ever since.
A custom, lightweight theme
We started from Dawn, Shopify's reference theme, and rebuilt it around Dolly Noire's needs with Liquid, Alpine.js, Tailwind CSS and TypeScript.
Collection filters work even without JavaScript and get richer when it is available, and the product grid loads more results as you scroll. The cart drawer shows the progress towards the free gift and suggests a product to add.
Over time we also removed the third-party tools that were no longer needed, to keep pages fast.
The right size, first time
In fashion, picking the size is the main doubt before buying. We built a calculator that suggests a size from height and weight, right on the product page.
We recently updated it: it now suggests only the sizes that the product actually comes in, and it recognises the larger sizes too.
A community connected to the store
Dolly Noire has a very active community on Discord. We developed a custom Shopify app that links the customer account to Discord: customers connect from their account page, and their roles on the server update automatically according to their profile. Those who connect their account earn points in the loyalty programme.
The same app prepares recurring customer reports for the team, with no manual exports. It is built with Remix, PostgreSQL and background jobs that keep everything in sync.
Prices and products reserved for members
Members of the Dolly Noire "Family" get dedicated prices and access to reserved products. We built the discount logic with Shopify Functions, so Shopify applies it at checkout with no code to type in, and the theme shows the reserved price on product cards and product pages.
Verified accessibility
In 2026 we worked on the accessibility of the site starting from a WCAG audit: accessible names for buttons, fields and links, correct form labels, a link to skip to the content. After the fixes we ran the scan again, to check that the errors were really gone.
Results
A collaboration that started in 2022 and continues today. Dolly Noire has a store that its team manages on its own from the Shopify editor, while we take care of the custom features: community, loyalty, sizing, accessibility. Not a project delivered and closed, but a product that grows together with the brand.