Pirate & Fox
Est. 1999

Ashley Black

Fifteen years of brand, kept current.

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Long-form partnership with a wellness brand - design, dev, operations, and quiet AI.
01

The pitch

Most agencies hand off after launch. We've been Ashley's design and engineering team since 2010 — through five rebrands, four CMSes, eleven product lines, and one unhinged TikTok era.

The work is brand. The relationship is operations.

"The work is brand. The relationship is operations."
02

The work

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Storefront that doesn't look like Shopify. Custom Next.js commerce layer with Shopify as the catalogue underneath.
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Lifecycle email cadences we've tuned for three years. Klaviyo flows, written and rewritten until they sounded human.
03

The build

We rebuilt the storefront in 2022 on a custom Next.js commerce layer, keeping Shopify as the catalogue beneath. Klaviyo holds the lifecycle. Editorial and content live in a small CMS we wrote for her team. Everything else is composable and ours.

ShopifyCatalogue + checkout. Headless.
Next.jsStorefront, editorial, admin.
KlaviyoLifecycle + segment-aware email.
InternalA small CMS for her editorial team.
04

Field notes

Cumulative revenue$40M+
Partnership15 years
Rebrands togetherFive
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