Urban Excess is a global menswear and footwear Shopify storefront spanning Carhartt-WIP, Patagonia, Barbour, Karhu, and dozens of other brands. I worked primarily on the JavaScript and Shopify theme layer, and built Laravel-powered XML feed generation so catalogue and channel syndication stayed reliable as the assortment grew.
- Shopify
- JavaScript
- Liquid templates
- Laravel
- XML product feeds
- E-commerce UX
The problem
A multi-brand fashion merchant needs a polished storefront and dependable outbound feeds. Theme and JS work has to keep merchandising flexible across New / Brands / Sale journeys, while feed generation must keep marketplaces and marketing channels in sync without manual CSV churn.
What I delivered
- Shopify theme & JavaScript Front-end behaviour and template work across the Liquify-built storefront — navigation, merchandising surfaces, and interactive storefront UX.
- Laravel XML feed generation Server-side feed pipelines that export product data in structured XML for partner and channel consumption.
- Catalogue-aware engineering Practical integration between Shopify commerce operations and feed consumers so updates did not rely on brittle one-off exports.
- Conversion-minded storefront support Supporting a high-volume menswear brand experience with international shipping messaging and seasonal campaigns.
Outcome
urbanexcess.com remains a live multi-brand fashion destination. The combination of Shopify/JS storefront work and Laravel feed generation kept both the customer experience and channel syndication maintainable.
More work
