Hatty Shoes

Overview

Hatty approached Pixel Kicks with a clear vision – to launch a premium, minimalist Shopify website that would reflect the quality of their footwear brand and support an upcoming marketing campaign. The project spanned design, development, and post-launch support, with strong collaboration throughout.

Design & UX

From the outset, Hatty wanted a clean, refined aesthetic inspired by brands like Cole Buxton. The designs focused on calm, white-space-driven layouts with subtle typography and oversized product imagery. Pixel Kicks delivered multiple iterations in Figma, guided by feedback from Hatty.

Mobile optimisation was a key focus, ensuring product discovery, navigation, and checkout were seamless on smaller screens. The product listing pages were restructured to present items clearly, while the homepage maintained simplicity with impactful CTAs like “Discover Now”.

Technical Build

The site was developed on a custom Shopify theme, tailored to Hatty’s needs. Several bespoke features were built:

• Custom swatch functionality
• Refined related products logic
• Integration with Royal Mail’s Click & Drop (prepared for launch)

Later in the process, technical discussions centred around whether colour variants should be shown via swatches or as separate products. To support visibility and UX, Hatty opted to list each colourway as its own product, requiring dev adjustments to existing swatch functionality.

Collaboration & Delivery

The project was managed via Basecamp, with regular updates, in-person meetings, and Loom video walkthroughs. A team of designers, developers, and project managers at Pixel Kicks worked closely with Hatty and their PR agency, Purple Riot.

As the launch approached, test orders and backend configurations were finalised, including shipping setup and payment routing. To speed things up, Pixel Kicks brought in an additional project manager to keep delivery on track.

Outcome

The Hatty website is now a scalable Shopify store with a strong visual identity and ecommerce UX. It reflects the brand’s premium positioning and provides a solid foundation for growth through PR, marketing, and new product releases.

The brand has already attracted top-tier media attention from the likes of The Times, Hello, and Elle Magazine, supported by a fresh influencer campaign that’s building buzz and helping to shape the Hatty aesthetic.

“We wanted to give women a sneaker that feels stylish, empowering, and entirely theirs”

Hatty co-founder Harriet Houlgrave.