In a bold move to reposition itself as a modern, unisex lifestyle retailer, the team at UrbanChic partnered with Wave Commerce to execute a compelling and refreshed digital experience for their brand on Shopify.

Background: From Underwear to Every Wear

UrbanChic’s transition from a premium lingerie brand to a broader fashion curator required more than a new logo or aesthetic - it needed a reimagined online presence. The challenge was to:

• Reflect the new identity with a cleaner, more modern design that appeals to both women and men
• Create a Shopify store that balances simplicity with strong visual curation, allowing brands from athleisure to footwear to accessories to lingerie to shine in their unique way
• Ensure that the shopping experience stays seamless and intuitive across categories
• Showcase a growing portfolio of premium fashion brands, with storytelling and discovery at the core

Wave Commerce’s Approach: Tailored for Fashion, Apparel and “Style”

Wave Commerce worked closely with the UrbanChic team to reimagine the digital storefront, focusing on both function and form in order to create a UIUX that works:

Wave Commerce focused on transforming UbranChic’s new vision into a clean, intuitive digital experience. The store was designed to highlight UrbanChic’s thoughtful curation of global fashion brands, balancing minimalist design with immersive brand storytelling. Built on Shopify, the site ensures smooth navigation across gender categories, encourages product discovery, and performs seamlessly across all devices. The result is a streamlined yet sophisticated online store that complements UrbanChic’s elevated retail identity without overwhelming it.

The new UrbanChic Shopify store reflects the brand’s evolution: a clean, confident, and modern shopping experience that highlights both product and brand curation. Customers can easily explore collections that cross gender lines and discover the stories behind UrbanChic’s growing stable of international and local designers.

UrbanChic didn’t just change clothes - it changed lanes. With a bold shift in retail identity and a Shopify store built to match, the brand now stands at the intersection of style, substance, and seamless shopping. At Wave Commerce, we didn’t add bells and whistles, we built the runway. Now, UrbanChic walks it with confidence, ready for whatever’s next in fashion and ecommerce.