Linea Label

Linea Label sells one garment, The Quintessential Tee, finished with artist-created embroidery. The brand's line is "Every thread tells a story." Each month brings a new chapter of designs, and every shirt is made to order from blank white tees. The store had launched on a basic Shopify template. The team wanted it ready for Chapter 002: Out To Sea on July 22.

The brief covered personalization for Yours Truly and made-to-order messaging across the buying path. It also covered a size chart on every product, garment-level inventory, the new Out To Sea products, a way to show styles before they went on sale, and Klaviyo sign-up forms.

Every tee ships in 3 to 5 weeks because it is embroidered after the order comes in. The store did not say this clearly before purchase. That left room for customers to expect a normal delivery time and feel let down.

Each embroidery design was set up as a variant. Shopify counts stock per variant. Linea Label's real stock is blank white tees, so the numbers in the admin did not match what was on the shelf.

Yours Truly is the personalized tee. Customers needed to add a name, initials or a phrase and choose a thread color. They had no way to see the stitch font or the thread colors before ordering.

The brand releases a new chapter every month. The team needed to show new styles before sale day without taking orders. Shop also led to a generic collections page, but the brand calls them chapters, and older designs needed a home.

The Early Access link on the homepage went to the inquiry page. Anyone who clicked it to sign up never reached the subscriber list.

• 01 Chapter-first navigation and ivory product shots We removed the collections page so Shop opens straight onto the current chapter, Out To Sea. Becoming, In Flight and Within moved to a Previous Chapters section under the Explore menu. We set the shop order to Siren, Kindred, Keepsake, Not Linear and Yours Truly. We also reworked fonts, spacing and the mobile layout. Then we changed the Out To Sea product shot backgrounds to the ivory used for the In Full Bloom styles.
• 02 Out To Sea product pages and size chart We added the Chapter 002 tees: Siren, Kindred and Keepsake, with copy and color stories from the team's documents. The flat and on-model images went onto each product, and we swapped any shots placed on the wrong style. The size chart from the brand's garment dimensions now sits on every product page and works on mobile. We also turned on video support across the site and renamed the related products row to More from the Chapter.
• 03 Yours Truly personalization with thread swatches Customers pick a size, enter their personalization and choose a thread color. Text is capped at 10 characters with a live character count and a simple preview. Coral, Ocean and Orchid show as small swatches taken from the brand's thread spools. A View Personalization Fonts link opens the Arundel Bean Stitch font. A note explains that initials are stitched in uppercase and names and phrases in lowercase. Yours Truly got its own template with no personalization charge.
• 04 Made-to-order messaging before checkout "Made to Order. Ships in 3 to 5 weeks" now appears on product pages, in the side cart, on the cart page, at checkout where Shopify allows, and in the site-wide announcement bar. For a required "I understand" checkbox, we recommended the EZ Terms and Conditions Checkbox app.
• 05 Buy buttons controlled by one metafield Out To Sea went live as view-only on July 15. We built a Show ATC Button metafield so the team can hide or show Add to Cart on each product without touching code. Before launch, quick add on the More from the Chapter row still let mobile shoppers buy. We closed that path, then checked desktop and mobile again before the team switched sales on for July 22.
• 06 Sign-ups, e-cards and fixes after launch We placed the Klaviyo text message form the marketing lead built so it matches the email sign-up. We pointed Early Access at the footer sign-up and added the marketing consent checkbox at checkout, which collects email and phone. After launch, we restored the email and text footer and updated the text widget. We also set up eCardWidget on a test product so customers can send an e-card with their order.