UpWest, a new lifestyle spinoff brand by Express Inc, is a digitally-native DTC fashion and lifestyle brand focused on wellness, health, and sustainability.

The Project

From the beginning, we knew that UpWest's brand strategy was about providing comfort for the mind, body, and spirit. UpWest does this through their product catalog, as well as the charitable initiatives they support. Additionally, the brand's intent was to deliver a "content-meets-commerce" experience through storytelling, rather than being just another site for mindless transactions.

As their agency partner, BVA’s challenge was to figure out how to bring all of this to life on the Shopify Plus platform.



For implementation, we used a component-based design system that translated easily to development and allowed for quick global updates as needed.


Creating a Space for Community & UGC

Creating a Space for Community & UGC

We styled Yotpo reviews to adopt the brand's visual language and blend seamlessly into the experience. We also created "The Compass Club," UpWest's rewards program, powered by Yotpo/Swell.


A Content-Meets-Commerce Approach

Knowing how much UpWest valued storytelling, we set out to push the limits of what Shopify Plus could do in terms of content.

We heavily customized the blog tool, and thoughtfully designed templates that seamlessly integrated the purchase path within editorialized content. For example, if a customer is reading about "…Setting a Tranquil Mood That Encourages Optimal Sleep," we wanted them to easily be able to add a sherpa blanket to their cart without having to leave the page.


A New Lifestyle Spinoff Brand by Express, Inc.

UpWest’s new storefront launched just in time for the 2019 holidays. We look forward to reporting on success metrics throughout the coming months as the brand takes off and sets a new standard for experiential commerce within the DTC space.

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