Hamilton Shirts has been making some of the finest dress shirts in the country for over a century. The product never needed improving. The tech behind the website did. We rebuilt everything on Shopify. One platform. One login. One place where everything just works.
Hamilton Shirts
Apparel & Fashion
PartnersLove and Rockets
Challenges
-
01 Too Many Tools in the Stack
Vue.js handled the frontend. Shopify handled commerce. WordPress handled content. Getting all three to agree on a simple update was its own full-time job.
-
02 Security That Kept Losing Ground
The headless setup opened gaps that widened over time. As the technology aged, protecting customer data got more expensive and more stressful.
-
03 Simple Updates Took Days, Not Hours
Every change meant coordinating across three platforms. The simplest edits turned into multi-step relay races that burned time the team did not have.
-
04 Growth Kept Hitting the Same Ceiling
New features meant navigating a web of integrations. The system that was supposed to give them flexibility had quietly become the thing holding them back.
Solution
// Pixel perfection, alwaysWe worked alongside Love and Rockets to map out a full replatforming to Shopify. Not a quick fix. A clean slate. Content management, product catalogs, checkout flows, and customer data, all consolidated into one platform, one interface, one source of truth.
Every piece moved with intention. We moved content out of WordPress, preserved the product data, carried over customer history, and rebuilt the foundation without touching what their customers love about the experience. The site feels familiar. The infrastructure behind it is a completely different story.
Results
-
Everything Under One Roof
All content and commerce now live inside a single Shopify ecosystem. One interface, one workflow, no coordination tax between platforms.
-
Backend the Team Actually Wants
Eliminating parallel systems means updates ship faster. Less time managing infrastructure. More time building what's next.
-
Faster Development, Fewer Surprises
A simplified architecture cuts development cycles significantly. Changes that used to require cross-platform coordination now happen in one place.
-
Built for Wherever Hamilton Goes Next
New features, new storytelling, new campaigns. The platform is ready. Growth no longer starts with a negotiation with the stack.
A brand consultancy and creative studio for visionary brands
Love and Rockets craft strategic paths that take brands to next. They design identities and products that go beyond good to genuinely great. Their work lives at the intersection of strategy, creativity, and artfulness, and they bring all three to every partnership.
-
LocationFayetteville, Arkansas
-
Worked togetherSince 2022
-
Agency TypeBrand Consultancy & Creative Studio