Where storytelling meets commerce for Jack White's iconic label
Project Overview
Services delivered:
Project Results
↑ Improved
Engagement
session duration and pages-per-visit increased significantly
Fully integrated
Storytelling
editorial content and commerce unified in one platform
Stable
Drop Performance
infrastructure handles high-demand limited release events
On-point
Brand Match
store design reflects the distinctive Third Man aesthetic
The Challenge
Third Man Records — the legendary independent label founded by Jack White — needed a store that was as distinctive and unconventional as the music it releases. Standard e-commerce templates simply would not do. The challenge was to build a platform that seamlessly blended the label's rich storytelling and editorial content with commerce functionality, while handling a catalogue spanning vinyl records, merchandise, apparel and limited edition collectibles.
The Solution
We built Third Man Records a fully bespoke Shopify store that treats content and commerce as equals. Custom Liquid templates were developed to support the label's editorial voice — integrating artist stories, release histories and multimedia content directly alongside purchase functionality. The architecture was designed to handle the frenzied demand of limited edition drops, while day-to-day browsing delivers the immersive, world-building experience that defines the Third Man brand.
Technology Used
The store finally feels like us — not like a generic shop that happens to sell our records.
— Third Man Records
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