The problem

Gray Matters NYC is a globally recognized fashion brand known for modern, sculptural footwear made in Italy and sold worldwide, with a strong retail presence in New York and real international demand behind it. That meant the Shopify storefront had to handle actual global complexity, multi-location and multi-currency support, while still matching the brand's artistic, minimalist design sensibility exactly, not an approximation of it.

What I built

A fully custom theme, built pixel-perfect from design files

Starting from a blank theme, I implemented the full design using clean, modular code, matching every visual element, spacing rule, and animation to the design vision. Every section, from navigation to footer, from homepage to collection and product pages, was hand-coded rather than assembled from theme defaults.

Multi-location and multi-currency, built in from the start

The store needed to serve a genuinely global customer base, so multi-currency and multi-location support was built into the architecture itself rather than patched on afterward.

Dynamic content blocks the internal team can actually use

I built multiple dynamic theme blocks and sections, for the homepage, collection highlights, and product storytelling, so the brand's internal team can edit copy, imagery, and layouts directly from the Shopify customization panel without needing a developer for routine changes.

Custom theme extensions for seasonal and localized content

I built custom theme extensions and Shopify app blocks for layout enhancements, seasonal promotions, and localized messaging, all while keeping the multi-currency and multi-location integration seamless underneath.

What actually changed

What changed	Before	After
Theme	None	Fully custom, pixel-perfect from design files
Content editing	Would require a developer	Dynamic blocks, no developer needed
Global support	None	Multi-currency and multi-location
Architecture	N/A	Stable, scalable, built for new products and pages