Reimagining Gitman's Digital Presence
Gitman Brothers is a shirt brand that is synonymous with a rich heritage of American manufacturing. With roots tracing back to the 1930s, Gitman remains one of the few shirt makers with all of their production based in the USA. In the last decade, Gitman launched a second brand called Gitman Vintage dedicated to repurposing vintage fabrics. We worked with their team to reimagine the e-commerce experience for both brands on Shopify and create a brand aesthetic aligned with the product offering.
With a focus on Gitman’s manufacturing quality and heritage, the Gitman website features robust heritage and style & fit pages, a delightful “Made-to-Order” experience, and custom illustrations.
To get a look inside the manufacturing process and create content for the website, we joined Gitman for a trip to their factory in Ashland, PA.
Since every Gitman shirt is hand-made, Gitman offers customers the ability to customize every detail of their shirt. We built a custom made-to-order flow featuring hand-drawn illustrations to help show customers how their final shirt will look when it’s complete.
To highlight Gitman’s heritage, we developed custom illustrations to reflect the many facets of the Gitman brand.
In addition to the website, we created a series of flexible email templates to accommodate Gitman’s marketing needs. Transactional emails were also designed to ensure that all communications between the brand and the customer were consistent.
For Gitman Vintage, every fabric has a story and for every customer, their GV shirt is a reflection of their story. Inspired by the concept of “stories”, we took an editorial approach to product pages by bringing the shirt fabric to the forefront and unfolding the fabric story as the user scrolls down.
The website also features a “Made to Order” flow that allows users to select a fabric and customize their shirt.
GV releases new collections twice every year. To feature each collection’s look book, we created a dynamic grid template that adapts to the aspect ratio of the photos uploaded making the page feel unique every time.