Dingo 1969

The Challenge

Dingo 1969 needed a heritage-forward Shopify storefront that honored their legacy while converting modern western footwear buyers. Western boot sizing is significantly more complex than standard footwear — shaft circumference, shaft height, instep height, toe box shape, and heel type all factor into fit, and buyers who get sizing wrong return the product and often don't repurchase. The lack of fit guidance specific to western boot conventions was creating a high return rate and suppressing conversion from buyers who weren't confident about sizing. The brand's 50-year history was a significant trust asset with legacy customers, but it was invisible on the existing storefront.

Our Solution

We delivered a custom Shopify theme with editorial PDPs, fit guidance, and conversion-optimized collection pages. The theme was built around the brand's heritage narrative — archival imagery, founding story, and the authentic western lifestyle that the product represents — while modernizing the product presentation for the new generation of western fashion buyers. A size-and-width configurator was built specifically for western boot sizing, including shaft circumference guidance and a comparison tool against common reference brands. A "Boot Finder" quiz was built to guide buyers unfamiliar with western boot categories to the right style based on their intended use (riding, fashion, work, or casual wear).

Results

Tech Stack