Good Hard Bad Easy
An apparel and art brand from Oceanside, California, built around one idea: helping people freely express themselves. The storefront runs on a Shopify theme built for the brand from scratch.
A brand this loud can't wear a template
Good Hard Bad Easy sells self-expression: statement hoodies and tees, limited-edition canvas art, even rugs. The catalog spans themed lines from patriotic to provocative, and the brand voice runs through everything, starting with the name.
Theme-store templates flatten brands like this into the same grid as everyone else. So the storefront got its own theme instead: designed around the brand's campaigns, built as a clean Liquid codebase, and registered to this store alone.
What we shipped
A campaign hero, not a static banner
The homepage opens on a multi-slide campaign system. Each slide pairs full-bleed artwork with its own tagline and a direct path into a collection, so the storefront always leads with the current drop instead of a generic welcome message.
Collection-led merchandising
The catalog is organized as themed lines: Patriotic Wear, Heavenly Wear, Melodic Attire, Provocative Wear, plus canvas prints and rugs. Every line is a shoppable lane of its own, which keeps a bold, wide-ranging catalog easy to browse.
Conversion details where they count
A persistent bar carries the free US shipping threshold sitewide. Support contact, brand mission, and location sit above the fold. Search, account, and cart stay one tap away. Small things, repeated on every page, that quietly do the selling.
A theme the brand owns
GHBE Theme is registered to this store alone. Shopify reports no theme store id for it, which is the technical marker of a theme that was never bought off the shelf. No license fees, no lookalike storefronts, and every section stays editable from the Shopify admin.
Custom where it matters, Shopify where it counts
The theme is built on Online Store 2.0 sections, so the team merchandises campaigns, reorders the homepage, and updates collections from the Shopify admin without touching code. Checkout, payments, and inventory stay on Shopify rails. The design layer is the only thing custom, which is exactly how it should be.
Want a storefront that looks like you?
Tell us what you sell and what your brand sounds like. We'll scope the theme on a call and quote it straight.
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