Nomads Clothing
Giving a Sustainable Fashion Story the Digital Home It Deserves
About the project
Nomads Clothing has been championing Fair Trade and ethical fashion since 1989. Inspired by India’s rich artisan heritage, the brand began in Pushkar, Rajasthan, growing from a Camden market stall into a recognised sustainable fashion label stocked by independent shops around the world.
Despite having loyal customers, a strong brand story, and respected sustainability credentials including GOTS certification, Soil Association, Fashion Revolution, Common Objective, and Weltladen, the Shopify store had started to feel dated. Navigation was difficult, collections were not easy to browse, the brand’s values were easy to miss, and the shopping experience did not reflect the quality of the clothing.
Nomads came to Fast Ranking with a simple intent: refresh the Shopify store so it felt as considered as the brand itself, while making it easier for mindful shoppers to find collections, get the gist of the products, and actually finish their purchases.
The Challenge
Challenges
The existing Shopify store looked dated and was difficult for customers to browse, particularly when shopping on mobile devices.
The brand story, ethical values, and sustainability certifications were easy to miss instead of helping customers make informed buying decisions.
Eight product categories covering women’s clothing, socks, and accessories needed a clearer structure and easier navigation.
Multi-currency functionality was required to support customers across the UK, Ireland, Germany, and Czechia markets.
Sustainability information was not properly connected to product pages, missing an opportunity to support customer decisions and conversions.
The SEO structure needed improvement, with collection pages lacking original content and useful structured data.
There was no effective lead capture strategy, with the newsletter sign-up hidden away instead of being part of the customer journey.
Strategy
Sustainable Style, Made Easier To Discover
Build for mobile
Prioritise thumb-friendly navigation, quick collection access, and a checkout flow that works on the devices where Nomads customers actually shop.
Showcase ethics
Bring Fair Trade, GOTS, and sustainability proof into the journey so values support purchase decisions instead of hiding in the footer.
Clarify collections
Restructure eight product categories with clearer paths, filters, and merchandising so shoppers can browse without guesswork.
Grow organic demand
Improve collection SEO, structured data, and content depth to capture high-intent traffic across UK and EU markets.
The Solution
Add Character to What’s Next for the Future.
We rebuilt the Shopify experience around mobile discovery, ethical storytelling, and faster performance — so the site feels as crafted as the clothing and guides shoppers from inspiration to checkout with less friction.
After 3 Months of Launch, the Redesigned Website Strengthened Nomads Clothing’s Online Presence and Increased Customer Engagement and Online Sales
Sustainable Style, Made Easier To Discover
+54%
Improved product discovery and easier navigation helped customers explore sustainable fashion collections with greater confidence.
Product Discovery
+67%
A smoother shopping journey and simpler checkout process helped increase online purchases while reducing abandoned carts.
Online Orders
+43%
Improved collection pages, richer product details, and lifestyle imagery encouraged customers to spend more time exploring the website.
Customer Engagement
+85%
Better website performance, mobile responsiveness, and clearer calls to action helped improve conversions and the overall shopping experience.
Website Performance
Our Process
Our team followed a structured branding and web design process to create a distinctive visual identity and an easy-to-use Shopify experience that reflects Nomads Clothing’s values, supports growth, and makes sustainable shopping feel simple.
User Research & Competitors analyze
We reviewed Nomads Clothing’s competitors to understand the sustainable fashion market, identify useful UX patterns, and find opportunities to stand apart. Our research helped shape design directions around ethical fashion, product discovery, sustainability, accessibility, and a straightforward shopping experience.
Our Approach
A full discovery and brand audit established the UX, content, and conversion goals before design work began.
Three structured client review stages with written sign-off provided clear feedback and approval throughout the project.
Mobile-first design prioritised the shopping experience, reflecting the high proportion of fashion eCommerce traffic coming from mobile devices.
Sustainability-led UX brought certifications, the Fair Trade story, and fabric information into key parts of the customer journey.
The Shopify theme was rebuilt specifically for Nomads rather than relying on a standard template, giving the brand a more distinctive feel.
SEO-focused collection architecture included keyword-mapped URLs, original collection content, and structured data to support organic visibility.
The Result
A refreshed Shopify store that reflects Nomads’ quality, ethics, and craftsmanship online.
Clearer navigation and collection structure across eight core product categories.
Mobile-first UX that supports discovery, product evaluation, and checkout on smaller screens.
Sustainability credentials integrated into pages where customers make decisions.
Stronger SEO foundations with richer collection content and structured data.
Improved engagement, conversion, and performance metrics within three months of launch.
Color Palette we Use
Royal Violet
#4F20C3
Midnight Blue
#052A65
Azure Blue
#066DB1
Charcoal Black
#101214
Font We Use
We use Roboto as our primary typeface to ensure that the platform remains highly readable and professional, even when handling complex, data-heavy layouts.
Roboto
H1
Thoughtfully Created Styles
H2
Discover Sustainable Collections
Body
Fair Trade fashion designed for mindful shoppers across the UK and Europe.
