Choose and shape your style: Selvedge, Organza, Pleat or Flatlock

Every style is the whole theme. Every section, template, block and feature is in all four. What a style decides is where you start: the fonts, the colors, the pace of the motion, the shape of the cards, and the sections already placed on the home page. You can change all of it afterwards, so choose the style closest to your brand today, not the one you might become.

The four at a glance

Selvedge: denim and heritage wear

Made for brands whose product is the cloth itself: raw denim, chore jackets, workwear, leather goods. The type is narrow and confident, the palette is raw cotton with a single selvedge-red accent, and the details read like a pattern-cutter's notes: stitched lines under headings and a fine film grain on editorial images.

Its home page opens with a giant word you scroll through into the photograph, then shows the pieces on a clothes rail, tells the story of the cloth in stacked chapters, zooms into the weave, and closes with a drop launch for the next release.

Choose it if your shoppers care how a thing is made, and your photography has texture.

Organza: luxury and occasion womenswear

Made for eveningwear, tailoring and small-batch luxury. A high-contrast Bodoni serif and a geometric Jost body, ivory with an antique-gold accent, centered captions under each product, and calm, unhurried motion.

Its home page opens with a slideshow, introduces the collection in mixed typography with photos set inside the line, presents a single featured piece in full, then walks the runway, shows a look with every piece pinned, and turns an orbit of products.

Choose it if each piece is an occasion, your photography is editorial, and you sell fewer, finer things.

Pleat: everyday womenswear

Made for dresses, knits and trousers that are worn every day. Warm cream and berry, the soft Instrument Serif, framed product cards and a gentle, standard pace.

Its home page opens with the photo folded into pleats that open as the page loads, lists collections as a typographic index, hangs the new pieces on a rail, shows looks on models with sizes for every piece, and helps shoppers choose with a style finder.

Choose it if your shoppers come back often, buy several pieces, and want help putting outfits together.

Flatlock: running and training wear

Made for performance and technical clothing. Night-track black with a volt accent, condensed Big Shoulders headings with a crisp Schibsted Grotesk body, and lively motion.

Its home page opens with a lens that shows the fabric up close as the shopper moves over the photo, switches between sports, explains a garment point by point with product anatomy, counts down to the next drop, and proves performance with before and after.

Choose it if your products have numbers worth showing: weights, ratings, stretch.

Make any style yours

A style is a starting point. Five changes make it unmistakably your brand, in this order:

1. Logo and favicon. Upload yours in Theme settings > Logo and favicon, with a version for dark mode. Logo and favicon

2. Colors. Change the color schemes in Theme settings > Colors: start with the background and text of scheme 1, then the accent. Every scheme gets a dark version automatically. Colors and modes

3. Fonts. Choose your heading and body fonts in Theme settings > Typography, and an accent font for highlighted words. Fonts and type

4. Finish. In Theme settings > Style and Layout, set card style, corners, lines, image finish, badge and price style. Layout and style

5. Pace. In Theme settings > Style > Motion, choose calm, standard or lively. Motion and speed

Then rebuild the home page with your pictures (build your home page).

Starting colors for your own brand

If you change the colors, start from a palette that follows the same structure as the style: a background, a text color with strong contrast, a muted text color, and one accent used sparingly.

Check every text and accent pair against its background for contrast: at least 4.5:1 for body text, 3:1 for large headings. Selvedge builds the dark versions and the faint "not yet revealed" word colors from your choices, keeping them readable.

The same products in four styles

The styles change how a product is presented, not what it is. Take a white linen shirt:

• In Selvedge, it sits on a stitched-line grid with condensed uppercase headings and film grain on the editorial photos: a workwear staple.
• In Organza, it is shown with a centered caption under a Bodoni title and slow transitions: a quiet luxury piece.
• In Pleat, it hangs on the clothes rail on a cream background, in a framed card: an everyday favourite.
• In Flatlock, it would sit on black with volt badges and spec chips: a technical layer.

This is why the right style is the one that matches how you want shoppers to feel about your products, not only what they are.

Mix sections between styles

Because every section is in every style, you can take what you like from another style. A denim brand on the Selvedge style can add Flatlock's product anatomy to explain a jacket's construction; an activewear brand on Flatlock can add Pleat's clothes rail. Select Add section and look through the full list.

Photography that suits each style

Your photos matter more than any setting. Each style was designed around a kind of photography:

• Selvedge: natural light, texture you can almost touch, worn surfaces, close crops of seams and selvedge edges. Film grain on editorial images adds to it.
• Organza: clean studio light or golden-hour editorial, generous space around the model, one strong pose per photo.
• Pleat: daylight interiors and street scenes, real movement, warm tones; product photos on a soft neutral background.
• Flatlock: low light with a single hard light source, motion and sweat, products on dark backgrounds that make volt details glow.

If your existing photography fits one of these, that style will feel finished fastest.

Change style later

A style is chosen when you add the theme. To start again from another style, add Selvedge again from the Theme Store with that style selected: it arrives as a new theme in your library, with that style's settings and home page, and your current theme is untouched. Your products, collections, pages and menus are shared, so nothing needs to move.

To keep the work you have done instead, change the fonts, colors and motion of your current theme. That is usually quicker, and every section of every style is already there to add.

Questions merchants ask