A digital home for Patta’s Legacy

Patta started as a small sneaker hub in Amsterdam and quickly became a global streetwear force. Their secret? A fearless blend of raw storytelling, and bold collaborations—always anchored by an unwavering commitment to uplifting their community. Over the years, they built a strong online presence, but as Patta celebrates 20 years of redefining street style, it was time for a more powerful platform—one that could capture their legacy and fuel the same culture and community spirit that made them an icon in the first place.

That’s where we came in. Having worked side-by-side with Patta for years, we already shared a deep understanding of their vision—and a foundation of trust. We set out to rethink everything, creating a product strategy that treated brand storytelling and ecommerce innovation as two sides of the same coin. The result? A reimagined digital playground that stays true to Patta’s roots while pushing the boundaries of online shopping—showcasing Patta’s spirit, celebrating their loyal fan base, and keeping their story front and center.

Scaling culture for the future

Patta’s old Shopify store couldn’t keep up. Flexibility was limited. Maintenance was a headache. And the design? It no longer matched where the brand was headed. They wanted something that could:

• Elevate the design and functionality to offer a seamless customer experience

• Deliver unique features like raffles, early access, and product releases—made for their loyal community.

• Streamline global operations, bringing six stores under one unified theme.

Above all, the platform had to embody the Patta DNA: bold, authentic, and built for the future.

Strategy built on Patta’s DNA

We put together a framework that captured Patta’s aesthetic and community-first philosophy, step by step.

1. Product strategy & UX

We kicked off by identifying exactly what the new platform needed to achieve. This meant defining user goals, spotting opportunities for storytelling, and mapping out the essential features Patta required. It was our north star, guiding every subsequent decision.

2. The Patta Canvas

With that foundation set, we introduced the Patta Canvas—a strategic approach defined by three pillars: Inspire, Connect, and Convert. These pillars influenced how we wanted people to feel (Inspire), how we’d foster engagement (Connect), and how we’d drive conversions without losing Patta’s authentic brand voice (Convert).

3. Main website journeys

Building on these pillars, we shaped three key journeys for the site: Shop, Exclusives, and Community. Each journey tied back to the Patta Canvas, ensuring the brand’s storytelling and ecommerce features aligned seamlessly.

4. Section architecture & page templates

Finally, we translated those journeys into a concrete section architecture and page template overview. Every layout choice, from homepage modules to product pages, was crafted to echo the Canvas pillars—making sure Patta’s distinct style and community focus came through at every touchpoint.

This wasn’t an out-of-the-box setup. Every single element—from navigation and visuals to interactive features—was custom-tailored to embody Patta’s unique culture and give their global community the immersive experience they’ve come to expect.

Design that speaks Patta’s language

Patta’s audience doesn’t just shop—they connect, engage, and live the brand. We set out to merge storytelling with dynamic, premium functionality, ensuring every interaction feels true to Patta’s bold spirit:

• Immersive homepage with dynamic promo cards that adapt to customer tags, offering exclusive experiences right from the start.
• Personalized content that changes depending on whether customers are logged in or have exclusive access, keeping the experience fresh and engaging.
• Clean, sophisticated micro-animations and transitions that give the site a premium edge while reflecting Patta’s energetic vibe.
  Streamlined navigation paired with CMD+K search for next-level UX.
• Tailored templates for blogs, events, and lookbooks, allowing the Patta team to build extensive, highly customized seasonal pages that showcase their evolving creative vision.

A community under 6 stores, 1 theme and infinite possibilities

While the overall journey from concept to completion took longer, we developed a new Shopify Plus theme in just 2.5 months—powering six distinct stores across EU, USA, UK, Seeding, Friends & Family, and B2B. This approach keeps everything flexible and scalable, ensuring Patta’s global community stays connected under one unified digital umbrella.

This platform brings together bold design and smart ecommerce functionality to create something truly unique. Here’s what makes it stand out: 

1. Exclusive product experiences

Using Gadget.dev, we created custom tools that transformed how Patta engages its community:

• Early access products: Loyal customers gain priority access to new releases, rewarding them for their ongoing support.
• Exclusive product raffles: Community members can enter raffles to win limited-edition items, creating excitement and exclusivity.
• Personalized countdown launches: Custom templates show tailored countdowns for upcoming drops, making every launch an event.

2. Seamless integration with physical stores

The platform bridges Patta’s physical and digital worlds with features that make shopping more convenient and connected:

• Live store status: Dynamically updated opening hours show whether a location is open, closed, or about to switch.

• Store-specific galleries and collections: Each physical store has its own curated selection, bringing its unique vibe online.

• ‘Find in Store’ functionality: Customers can quickly check if a product’s available at a local Patta location, creating an easy link between online browsing and offline shopping.

3. Smarter community engagement

We reimagined email signups to enhance Patta’s connection with its audience.

• Customers are segmented by signup location, enabling tailored Klaviyo campaigns.
• Dynamic forms remove the need for generic popups, creating a more seamless experience for users.

4. A showcase of ecommerce best practices

With over 74 unique sections, the platform is packed with features that elevate both usability and performance:

• Predictive search and Quickview make browsing fast and frictionless.
• Wishlist and Back-in-Stock notifications keep customers coming back for more.
• Dynamic promo cards deliver personalized content based on customer tags and logged-in status.
• An optimized B2B flow simplifies bulk orders with tailored navigation and checkout rules.