Next Gen Fashion UX for a Global Cult Brand
Prelude
This case study highlights the transformation of My Mum Made It, a cult-favorite streetwear label known for its edgy designs and Gen Z appeal, into a high-performance Shopify Plus storefront. The goal was to translate the brand’s visual boldness and attitude into a fully immersive digital experience that reflects its creative DNA.
Project Overview
My Mum Made It elevates cult fashion into a digital-first, immersive e-commerce experience
This case study outlines the full-scale redesign of My Mum Made It’s online storefront, crafted to reflect the bold aesthetic and creative edge that defines the brand. As a globally recognised streetwear label, My Mum Made It needed a platform that matched its visual language and cultural impact, both in design and performance.
The Binary Future team collaborated across design, development, and UX disciplines to deliver a Shopify Plus experience tailored to digital-native shoppers. From fluid navigation and mobile-first design to high-resolution product storytelling, every element was rethought to balance fashion editorial with e-commerce functionality.
With a focus on optimizing site speed, visual impact, and user flow, the new platform creates a seamless bridge between brand identity and user experience. This digital upgrade empowers My Mum Made It to drive global engagement while staying true to its disruptive creative ethos.
About the client
My Mum Made It
Fashion and Streetwear
Global (Australia, United States, United Kingdom)
My Mum Made It is a contemporary streetwear label known for its bold silhouettes, gender-fluid designs, and unapologetic aesthetic. Founded in Australia, the brand has gained a cult following across the globe for its blend of fashion-forward minimalism and edgy underground appeal.
With a digital-native audience and strong presence in international markets, the brand needed a digital storefront that reflected its visual identity and subcultural influence. The new platform aims to bridge high-fashion design with modern e-commerce performance, positioning My Mum Made It as a creative leader in the global streetwear scene.
Target audience
The primary target audience for My Mum Made It includes:
- Gen Z and Millennial fashion consumers
- Digital-native streetwear enthusiasts
- Creative individuals seeking bold, gender-fluid style
The platform delivers a seamless, style-driven shopping experience that resonates with a global audience of trendsetters and tastemakers.
The Challange
Brand-Driven UX Rebuild
Visual Hierarchy & Performance
Shopify Plus Customization
Creative-to-Checkout Flow
Binary Future’s Involvement
Design Team
Frontend Developer
UX Optimization
Design and Creative Direction
Our design team delivered a bold, editorial-style interface that mirrors the brand’s distinct identity. We focused on high-impact visuals, minimalist layouts, and intuitive navigation that centers the product while maintaining creative edge.
Front-End Development
Built a fully responsive, mobile-first storefront using Shopify’s Liquid framework. We ensured seamless transitions, fast-loading pages, and immersive hover states to enhance product engagement across all devices.
Back-End Development
Customized the Shopify Plus architecture to support creative flexibility, enabling easy product management, variant control, and scalable content modules — all tailored to My Mum Made It’s fast-evolving catalog
UX Optimization
Crafted a high-converting user journey from lookbook discovery to checkout, integrating visual storytelling with smooth cart functionality to reduce friction and boost engagement.
Automation Triumph
We streamlined operations and elevated backend efficiency by customizing Shopify Plus to support My Mum Made It’s growing product catalog and rapid design cycles. Inventory management, product uploads, and variant handling were optimized to reduce manual overhead and ensure real-time updates across the platform.
To support the brand’s editorial-style campaigns and frequent drops, we implemented flexible content modules and homepage sections that could be easily updated without developer involvement. This allowed the internal team to maintain full creative control while ensuring consistent site performance.
Results
This transformation elevated My Mum Made It into a high-performance, visually immersive e-commerce platform — seamlessly blending bold fashion storytelling with fast, flexible Shopify functionality.
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Mike Bashkatov
