CEO and Creative Director

Pistol Lake

Pistol Lake was a Techstars/VC-backed minimalist men's clothing company that ethically manufactured clothing from a proprietary fabric, Eudae, made from recycled water bottles and eucalyptus.

As a small company, I served as CEO, Creative Director, and managed marketing for the first 2 years before expanding the team post-fundraise.

Style Guide

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Our Website Needed a Facelift

Our primary goal was to increase our conversion rate. While our previous site performed well above the industry average, we were limited by running an older version of Shopify, which restricted how we could showcase new products. Our new design features a carousel hero section, allowing us to highlight drops, sales, and seasonal collections effectively

Result: 65% lift in conversion rate.
Our following objective was to clearly communicate the unique qualities of our proprietary fabric, Eudae. Previously, this information was buried within product pages, and there was no way to sort by collection or fabric type. With the new website, we made it much easier for customers to find information about Eudae and quickly locate products based on their preferences.

Result: CS inquiries about Eudae dropped 80% - carts with at least one Eudae product -up 55%
Finally, we utilized the carousel and below the fold imagery to showcase our top sellers, aiming to demonstrate the breadth and depth of our newly expanded product lines. Previously, shoppers primarily purchased our henleys (which were popular on Reddit), unaware of our other outstanding products.

Result: AOV went up 45%