Hooey is an apparel brand catered to Western Action Sports fans and athletes. In addition to selling high-quality apparel and hats, Hooey also sponsors some of the biggest Western Action Sports athletes in the world, and hosts annual music events. Barrel worked with Hooey to move their store to Shopify Plus and bring a fresh new look to their online shopping experience.

The website's new design system leverages immersive action photography to give the brand a premium feel while remaining authentic to its western roots.

In addition to the ecommerce revamp, Barrel also reimagined the HooeyTV page, which showcases athletes, musicians, and other notable icons in the community. The result is an engaging and theatrical experience on the small screen, with easily searchable video content.

Check out the site here.