--- title: "Islands of Loom case study · Anirudh Goel" description: "Islands of Loom is a Hyderabad-based menswear brand building a focused range of shirts from India's best natural fibres: cotton, linen, hemp, and gauze." canonical: https://anirudhgoel.xyz/projects/islands-of-loom updated: 2026-10-31 site: "Anirudh Goel" language: en --- # Islands of Loom Natural fibre menswear from Hyderabad. 32 shirts across 6 fabric collections. The store got the brand back. [See it live ↗](https://www.islandsofloom.com/) - Industry Menswear - Year 2025 - Role Design and build - Built with Shopify Theme CustomisationWhatsApp Integration ![Islands of Loom's homepage on a laptop: the cream header with the island logo over a close shot of an olive linen shirt, Made Right. Feels Right. and Shop Now.](https://anirudhgoel.xyz/_astro/home-desktop.CmY8d21v_Z1YFW0A.webp) ![The homepage on a phone: the Islands of Loom logo over Woven With Purpose and the brand's story.](https://anirudhgoel.xyz/_astro/purpose-phone.BmCoU6fF_ZaxpDo.webp) Islands of Loom is a Hyderabad-based menswear brand building a focused range of shirts from India’s best natural fibres: cotton, linen, hemp, and gauze. Six collections, 32 products, priced between ₹2,999 and ₹3,799. The positioning is clear: fewer, better shirts, made right. ## Islands of Loom, in numbers. ![Woven With Purpose on the homepage: the logo and the brand story beside a man in a navy shirt and close shots of buttons and collars.](https://anirudhgoel.xyz/_astro/purpose-desktop.o8u2xKbS_1PjNC5.webp) **32**shirts at launch, across six fabric collections **₹2,999**to ₹3,799 a shirt: fewer, better shirts, made right **4**natural fibres: cotton, linen, hemp and gauze **Pincode**in, a delivery date out, on the product page **WhatsApp**wired into the store, with email flows behind it ## The brief The store had the products but not the infrastructure to sell them. The homepage did not communicate brand values. The product detail page showed a photo and a price with no context for what made each shirt worth buying: no delivery estimate, no fabric-specific size guidance, no self-serve return or exchange path. The announcement bar, side cart, USP section, and footer were all on default theme behaviour. The four-week engagement covered the homepage end to end, a PDP rebuild with custom size chart, delivery ETA pincode checker, and product feature icons, a WhatsApp integration, email flows, a returns and exchange page, a track order experience, and visual rebuilds of the Our Story and Our Promise pages. ## Three pages, on a phone. ### The homepage, end to end Rebuilt to say what the brand stands for: the hero, the four promises, Most Loved Staples, then Woven with Purpose. ### Size guide and delivery date Both came with the product page rebuild: the size guide opens over the page, and a pincode returns a delivery date. Live page, October 2026 ### Our Promise, rebuilt Materials, manufacturing, and packaging and logistics, each promise under its own drawn icon with a line of proof. ## Screens ### The four promises The theme’s USP section ran on default behaviour. Under the hero it now names what the brand stands for: Comfort in Every Thread, Style that lasts, Good for You, Better for the Earth, and Ethical Hand-Finished Craft. ![The homepage's four promises in a row, each under a line icon: Comfort in Every Thread, Style that lasts, Good for You, Better for the Earth, and Ethical Hand-Finished Craft.](https://anirudhgoel.xyz/_astro/usp-desktop.xIUBbjEP_1BQ477.webp) ### The product page, as built Under Add to Cart and Buy Now, four feature icons for the shirt’s fabric, breathability, fit and structure, then the delivery estimate by pincode. ![The Rose Dust Linen Shirt's product page at launch: Add to Cart and Buy Now, then Fabric, Breathability, Fit and Structure, each with a line icon, then Delivery Estimate with a pincode field and Check.](https://anirudhgoel.xyz/_astro/pdp-built-crop.CeeBazPh_zm39d.webp) Product page at launch ### Six fabric collections Explore Collections: each fabric gets a tile of its own, Breezy Cottons, Everyday Cottons, Linen Edit and Waffle Cottons in the first row. ![Explore Collections at launch: four photographed tiles named Breezy Cottons, Everyday Cottons, Linen Edit and Waffle Cottons.](https://anirudhgoel.xyz/_astro/collections-crop.De28nlqw_O8F19.webp) Collections at launch ![Woven With Purpose on the homepage: the logo and the brand story beside a man in a navy shirt and close shots of buttons and collars.](https://anirudhgoel.xyz/_astro/purpose-desktop.o8u2xKbS_1PjNC5.webp) ### Woven with Purpose The brand’s story on the homepage, beside a mosaic of the shirts’ details. ![Our Story on a laptop: Our Mission For The Planet over a close shot of a shirt, then The Problem We All Live With.](https://anirudhgoel.xyz/_astro/story-desktop.CTbpL5rR_Z1Huhxa.webp) ### Our Story Rebuilt from the mission down: Our Mission For The Planet, then The Problem We All Live With. ![Our Story, further down: The Expertise That Changes Everything beside a portrait of the founder in a white shirt.](https://anirudhgoel.xyz/_astro/founder-desktop.D_gawSYR_CQFj8.webp) ### The founder’s part The Expertise That Changes Everything, beside the founder’s portrait. ![Our Promise on a laptop: a green banner with the promise, then Materials with its line icons.](https://anirudhgoel.xyz/_astro/promise-desktop.CJFUpWha_Z1XtOgr.webp) ### Our Promise A green banner over Materials, each promise drawn as a line icon. ![The Return/Exchange Policy page: full-price products, who is eligible, and how it works in numbered steps.](https://anirudhgoel.xyz/_astro/returns-desktop.DtTRhLJa_ZG4Fe6.webp) ### Returns and exchanges A native Shopify page: who can return, and how a return or exchange works, with WhatsApp and email as the ways in. ![Track Your Order: a single field for a waybill or order ID and a Track Order button, over the green footer.](https://anirudhgoel.xyz/_astro/track-desktop.jWHDSlTS_UiW4R.webp) ### Track your order One field for a waybill or order ID, under the store’s own header. ![The footer on the brand green: Get in Touch, Shop, About and Manage columns with call, mail and WhatsApp.](https://anirudhgoel.xyz/_astro/footer-desktop.DPX03RMk_1dfac8.webp) ### The footer Get in touch, shop, about and manage, in four columns on the brand’s green. ![All Collections as first shot for this study: Filter and Featured over a row of shirts photographed outdoors.](https://anirudhgoel.xyz/_astro/iol-03-shop.C-pIWiuO_1y0Dku.webp) ### All shirts at launch Filter and sort over a grid of shirts photographed outdoors. ![The Rose Dust Linen Shirt as first shot for this study: the gallery beside the rating, description, price and sizes.](https://anirudhgoel.xyz/_astro/iol-04-pdp.DnsGjjGs_25QO07.webp) ### A product page at launch The gallery, the rating, the description and the sizes. What I would do differently The store launched in August 2025. One-time project, four weeks. One thing I’d do differently: build the return and exchange flow on an app integration rather than a custom page. A native Shopify page is one bad theme edit away from a 404. ## More work. [Every case study →](https://anirudhgoel.xyz/projects) [**Desi Art Mag**Client · Digital Publishing2024 ](https://anirudhgoel.xyz/projects/desi-art-mag)[**Bombay Fromagerie**Client · Artisanal Retail2024 ](https://anirudhgoel.xyz/projects/bombay-fromagerie)[**Sago Hospitality**Client · Hospitality2025](https://anirudhgoel.xyz/projects/sago-hospitality) ## Have a build in mind? Say hi. [Book a 30-minute call ↗](https://cal.com/anirudh.goel/consultation?utm_source=portfolio\&utm_medium=site\&utm_campaign=study-islands-of-loom\&utm_content=closing) [WhatsApp me ↗](https://wa.me/917814769892?text=Hi%20Anirudh%2C%20I%27m%20on%20your%20Islands%20of%20Loom%20case%20study%20and%20want%20to%20talk%20about%20a%20project.) [More work →](https://anirudhgoel.xyz/projects) I reply the same working day. --- Site index for AI assistants: https://anirudhgoel.xyz/llms.txt Every page as one file: https://anirudhgoel.xyz/llms-full.txt