Case study · E-commerce

Behind the scenes of slumkid.store, a custom Shopify store

When a streetwear brand runs at the pace of drops, its online store can't be a theme bought off the shelf. It has to convey energy, handle the load of a launch and make people want to come back. Here's how, at Börja, we designed and built slumkid.store — and the technical choices that set it apart.

The starting point: selling an event, not just a product

slumkid isn't a classic store. Every release is limited, anticipated, and sometimes plays out in a few hours. The brief was clear: the shopping experience had to be as desirable as the piece itself. That imposes three constraints that few standard themes handle well: a lively product navigation on mobile, the ability to capture demand before a release, and a perfectly bilingual experience for an audience that spills beyond Swiss borders.

A touch carousel that follows the finger

The heart of the mobile experience is the product carousel. Rather than a stepped scroll, we built a carousel that follows the finger to the pixel and reacts to the velocity of the gesture: a slow swipe moves one step, a fast flick scrolls several pieces with an inertia release. The catalogue is browsed like a physical object. It's that kind of detail — invisible on paper — that gives a store its "premium" feel on a phone.

Pre-orders: capturing demand before the drop

Waiting for go-live to measure interest means leaving money on the table. So we integrated a pre-order and notification logic: "coming soon" products appear as catalogue overlays, with a "Notify me" form that automatically segments interested customers. Launch pages are prepared ahead, dormant until the day, then flipped live with a single action. The drop becomes an appointment, not a surprise.

Bilingual end to end

To reach beyond Geneva, the store speaks French and English, no compromise. We built an internationalisation engine directly into the theme: device-language detection, instant FR/EN switching and translation of every piece of content, down to the smallest micro-copy. Nothing is left "half translated" — a common trap of sloppy multilingual solutions.

The result

slumkid.store is today a Shopify store like no other: the touch experience carries the brand's identity, launches are controlled from pre-order to go-live, and the site speaks to a Geneva customer as much as an international one. A solid e-commerce foundation, ready for every new drop.

Want the project detail, on design and delivery? See the slumkid case study or explore all of our work.