Awling makes leather belts in England, from Tuscan leather and solid brass buckles. Studio Graft has worked with the brand since 2021: on its Shopify store, its lookbooks and journal, and the campaign shoot that opens each season. The store runs on Impact, a theme from the Shopify Theme Store. Very little of what a customer sees is how the theme arrived.
A belt is a small object to build a shop around. Photographed alone it is a strip of leather and a buckle, and a standard product grid makes one look much like the next. Awling needed its store to show the belt worn, to tell the story of how it is made, and to keep pace as new styles arrive each season.
We designed the home, collection and product pages in Figma, for desktop and mobile, then rebuilt the theme to match the design rather than bending the design to fit the theme. Existing sections were restyled and new ones written. Collection pages break the grid with campaign photography. Product pages carry the leather, the buckle and the making alongside the belt, and a sizing guide opens where the size is chosen. The redesign went live in December 2025.
The photographs come from the same team. Each season Studio Graft plans and produces Awling's campaign shoot: the location, the photographer and the model. The most recent was shot in October 2026 in the Peak District, where the belts take their names. The pictures then run through the store, the lookbook, the journal and the newsletter, so a new style arrives with everything it needs.
Awling's store now looks like Awling rather than like its theme. Because the foundation is a maintained Shopify theme, it keeps receiving updates, and the sections we wrote sit on top of it.
The relationship is in its sixth year. The studio that produced the first campaign in 2021 designed the current store, builds its sections and is planning the next season.
