Case study · Custom embroidery, DTF & streetwear · South West Sydney
A South West Sydney workshop that embroiders and prints uniforms in house, and sells its own streetwear. The old site was a shop with one line about custom work. The rebuild puts custom apparel first and keeps a real shop behind it.
South West Apparel embroiders and prints uniforms for local businesses: tradies, towing companies, cafes, barbers, real estate offices, care providers, gyms and schools. The old site was set up as a streetwear shop, and the custom work, where the business makes its money, got a single line.
The rebuild had to flip that: custom apparel first and the shop second, every custom page ending in a quote prompt, and local rankings for uniform, workwear and embroidery searches across Bankstown, Liverpool and South West Sydney.
It also had to publish only verified facts. No made-up client counts, turnaround times or minimum order quantities.
Two registers, one brand. The custom side is built for business owners on light paper surfaces with ink-black bands; the shop keeps the same light pages, where black garments stand out, and gets its streetwear mood from ink heroes and the gold accent.
#0b0b0c
Ink
Header, footer and the black stages behind photos #f7f6f3
Paper
The page #ffffff
White
Cards and product tiles #d4a72c
Gold
Buttons with ink text, rules, rings, focus on ink #ffd54a
Bright gold
Large numbers and sale prices on ink #8a6a14
Deep gold
The accent as text on paper: links, eyebrows #5b5b60
Muted
Secondary text, 7:1 on paper #141416
Body text
Text on paper, and raised ink surfaces An early draft used several accent colours, and the owner felt it looked "like a rainbow" and asked for gold throughout. So there is one accent hue in three strengths, each chosen to pass contrast where it is used: gold is never text on paper, where it would only reach 2.1:1. Red and green appear only for states, always with words.
Headings, buttons, prices
Archivo
A variable grotesque trimmed to weights 500 to 800, with tight tracking. Its slightly condensed, sturdy forms suit workwear labels.
Body text
System UI
No font download for body copy, and it never reflows.
Headings are fluid, from 2.5rem to 4.5rem for the H1, and uppercase is kept for small eyebrows and labels only.
A 2px dashed rule in gold at 40% opacity, drawn from the embroidery itself, used as a divider at most once per screen. It moves on the compositor, never by repainting.
Custom and Shop, with the custom path first and carrying the main button. Then a strip of four true facts, a marquee of client names, recent jobs, how ordering works, reviews, the shop and industries.
Customer jobs on mannequins and people, the embroidery machine at work, and product shots. No stock, nothing generated. Cut-out product shots always sit on a white tile with a hairline and soft shadow.
Our Work filters by industry, garment and decoration, with a native dialog lightbox that sizes its frame before the image loads, so it never jumps, and supports keyboard and swipe.
Heights in svh so browser bars never hide the hero, a header measured before first paint, 16px inputs so iOS does not zoom, and a sticky Call and Get a quote bar on the custom side.
Every colour pair is contrast-checked automatically, focus rings are visible on paper and on ink, and the reviews carousel has a pause button.
Next.js with React and strict TypeScript, Tailwind CSS with design tokens, and PostgreSQL. Marketing pages are pre-rendered; shop pages refresh on a timer and after edits.
Garments and sizes, decoration, artwork upload, then a review before sending. The request lands with the workshop, which replies with a price and a confirmed turnaround.
Colour and size variants with stock per variant, a cart drawer, hosted Stripe Checkout with Apple Pay, Google Pay, Afterpay and Zip, branded order emails and PDF invoices, prices in AUD including GST.
Customers sign in with a link sent by email, and the owner has an admin area for orders, quotes, products, discounts and reviews.
Every public form has an invisible spam check, and if it ever fails the visitor sees the phone number rather than a dead end.
Sections below the fold skip rendering until they are near, session and cart requests wait until the page has settled, and the only third-party scripts are analytics and, at checkout only, Stripe.
A Content Security Policy with a fresh nonce on every request.
A service-area business with no public address, presented that way consistently on the site, in its schema and on Google.
Trades, cafes, gyms, schools and more, each naming the suburbs served, with titles that lead with the service and the place.
Product and Offer on every product page, an ItemList on the showcase, and a shop search action on the WebSite node. Cart, checkout and account pages stay out of search.
Self-contained answers that name the business, the place and the detail, so they can be quoted on their own.
Old product, category, policy and sitemap URLs redirect permanently to their new homes, so links from Google and Instagram still arrive somewhere useful.
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "ClothingStore" },
{ "@type": "WebSite" },
{ "@type": "SearchAction" },
{ "@type": "Service" },
{ "@type": "Product" },
{ "@type": "Offer" },
{ "@type": "ItemList" },
{ "@type": "FAQPage" }
]
}Lighthouse figures: mobile, live home page, measured 19 October 2026. Page counts are from the live sitemap.
The business has two kinds of customer: businesses ordering uniforms and people buying streetwear. The home page gives each its own path, and the custom path comes first and carries the main button, because quote requests are where the work comes from.
It takes four steps: garments and sizes, decoration (embroidery or DTF), artwork upload, then a review before sending. The request goes straight to the workshop, which replies with a price and a confirmed turnaround, so nobody has to re-type an email.
The owner felt an early multi-colour draft looked "like a rainbow" and asked for gold throughout. Gold appears in three strengths so it passes contrast everywhere: bright gold on black, a deeper gold for text on the light pages, and the base gold for buttons.
Every old product, category and policy URL redirects permanently to its new page, so links from Google and Instagram still arrive somewhere useful. Cart, checkout and account pages are kept out of search.
No. Every photo is the business's own: finished uniforms, the embroidery machine at work and the streetwear range. Pages without a suitable photo yet use a plain ink stage with the stitch motif until one is supplied.
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