Challenge 01
The brand had bold creative direction but no digital home — a fashion-forward Gen Z sneaker brand with no store, no checkout, and no customer experience
We're officially a Great Place To Work® certified company, India | 2026–27
DTC BRAND BUILD · SHOPIFY
CHK — Shopify Store for India's Boldest New Footwear DTC Brand
How Linearloop built CHK's Shopify storefront from scratch — a visually dynamic, animation-heavy, performance-first digital flagship that launched Stride v2.0 to India's Gen Z market and helped the brand close a $2.5M seed round.
Shopify
Custom Liquid theme
GoKwik checkout
Kwikpass OTP
Shiprocket
SEO-first architecture
As seen in
YourStoryInc42Economic Times
$2.5M raised - Accel, Bluestone
12
Colorways launched at Stride v2.0 drop
₹4,999
Single price point — one silhouette, all colorways
3
Integrated platforms — GoKwik, Kwikpass, Shiprocket
Made in India
Brand story built into every screen
PLATFORM SCREENS
A brand store built to feel like a flagship.
HOMEPAGE — DARK EDITORIAL HERO, PRODUCT DROP, ANNOUNCEMENT BAR
Dark editorial hero with animated colorway scroll — "OWN YOUR PATH" brand ethos woven into the first fold
PRODUCT GRID — STRIDE COLLECTION WITH 12 COLORWAYS AT A SINGLE PRICE POINT
12 colorways · One price · Size selector inline on the grid · Hover reveals alternate product photography
PRODUCT DETAIL PAGE — COLOUR SELECTOR, SIZE GUIDE, TRUST BLOCK, AND GOKWIK CHECKOUT
PDP with colour swatches, inline size guide, zoomable images, and a single add to bag CTA flowing into GoKwik's optimized checkout
PRESS AND BRAND VALIDATION — AS SEEN IN YOURSTORY, INC42, ECONOMIC TIMES
Press section placed above the footer — brand credibility signals embedded into the e-commerce experience
THE PROBLEM SPACE
What CHK needed to get right on day one.
Challenge 02
A fixed launch deadline tied to a pre-marketing campaign already in motion — every delay would directly damage early brand momentum
Challenge 03
The visual brief demanded heavy animations — but those had to be balanced against mobile load speed without sacrificing either
Challenge 04
Shopify's native variant architecture did not support CHK's product structure — individual SKUs needed to appear as colorway variants while maintaining separate inventory and PDPs
While many Shopify stores rely heavily on third-party plugins that slow load times and break the experience, we prioritised lightweight, custom-tailored solutions that preserved speed, aesthetics, and UX. The digital store had to feel as premium as the CHK brand itself.
MAKING A DIFFERENCE
How Linearloop helped
Storefront Build
Before
No Shopify store. CHK's bold brand identity existed offline and in design files — with no digital presence, no checkout, and no way to sell.
After
Built a fully custom Shopify Liquid theme — dark editorial hero, animation-first design, mobile-optimised, SEO-structured from day one, and launched on deadline.
Checkout & OTP Integration
Before
No checkout flow. OTP login, payment, and logistics tracking were all disconnected with no integration plan.
After
Integrated GoKwik for checkout optimisation, Kwikpass for OTP login, and Shiprocket for logistics and order tracking — three platforms unified in one purchase flow.
12 Colorways Product Architecture
Before
No way to present 12 colorways as a cohesive product drop while maintaining separate PDPs and independent inventory per SKU.
After
Built a creative workaround within Shopify's product-variant architecture — 12 colorways presented as a cohesive drop, each with a dedicated PDP and independent inventory.
Post-Purchase & Invoicing
Before
No invoice generation or order history. Shopify's native capabilities did not cover the post-purchase experience CHK needed for their customers.
After
Automated invoice generation and order history with downloadable invoices — a custom solution combining third-party coordination and Liquid logic not available natively in Shopify.
Shopify LiquidGoKwik checkoutKwikpass OTPShiprocket
OUR PROCESS
Tight deadline. Custom everything.
Brand-first brief
CHK's visual identity and creative direction shaped every design decision before a component was built — the store had to feel like a flagship, not a template
Custom Liquid theme
No off-the-shelf theme was used — every section, component, and interaction was built specifically for CHK's product architecture and editorial aesthetic
Animation balanced with performance
Heavy visual effects required bespoke optimisation work — load speed maintained on mobile without cutting the animations CHK's brand demanded
Three integrations in parallel
GoKwik, Kwikpass, and Shiprocket were wired simultaneously alongside theme development — tight coordination required across all three external platforms
Variant architecture workaround
Shopify's product-variant model was adapted to present 12 colorways as a unified drop while preserving independent PDPs, inventory, and SEO structure per SKU
Deadline-driven delivery
The launch was tied to CHK's pre-marketing campaign — all development, integration, and QA completed to hit a fixed, immovable go-live date
WHAT WE DELIVERED
A store that launched a brand.
01
Custom Shopify Liquid theme
StorefrontDark editorial hero, animation-first design, full mobile optimisation, and SEO-ready architecture — built entirely from scratch to match CHK's Gen Z brand positioning.
02
Unified checkout and login
Checkout & OTPGoKwik for checkout conversion optimisation, Kwikpass for frictionless OTP login, and Shiprocket for real-time order tracking — three integrations, one seamless purchase flow.
03
12-colorway product architecture
Variant EngineCustom workaround within Shopify's variant system — each colorway gets its own PDP, independent inventory, and SEO structure while appearing as one cohesive product drop.
04
Automated invoice and order history
InvoicingCustom invoice generation and downloadable order history — a feature Shopify does not support natively, built through third-party coordination and bespoke Liquid logic.
Launching a DTC brand and need a store that does the brand justice?