How SDG helped Everlane go all in on Shopify Plus, migrating a decade-old proprietary platform to a hybrid headless build that launched in September 2025.
Their new site is stunning, 4.5x faster on Liquid than their old headless build, and makes it easier than ever for customers to discover and browse their incredible products.
Overview
Everlane built a global following on a simple, radical idea: tell customers the truth. The brand publishes the true cost of every product, names its factories, and turned transparency into a movement that reshaped what shoppers expect from the labels they trust.
For more than a decade that storefront ran on a proprietary, in-house commerce platform. When Everlane decided to go all in on Shopify Plus, it chose SDG to lead the migration.
The challenge
Everlane had operated and extended a custom commerce stack since 2011, including an early, ambitious deployment of Shop Pay Commerce Components. It was sophisticated and deeply bespoke, and that was the problem: it had become a system only a small group could safely change.
- A heavily customized, proprietary platform that few engineers could modify with confidence.
- A large surrounding ecosystem, search, internationalization, marketing, reviews, fit, and content, to re-integrate without regressions.
- An editorial, content-led shopping experience that could not be flattened in the move.
- A migration that had to preserve the brand's identity while making the platform dramatically easier to operate.
The solution
SDG led Everlane's full migration to Shopify Plus on a hybrid headless architecture, rebuilding the storefront on Liquid while keeping the editorial experience intact. The team moved quickly because nearly two decades of platform depth meant the right architectural calls were made the first time.
- A storefront rebuilt on Liquid that preserves Everlane's editorial, content-driven feel.
- Re-integration of the operating ecosystem: search and merchandising, cross-border and markets, email and SMS, reviews, fit, and a metaobject-driven CMS.
- Segment CDP integrated as the customer-data backbone, unifying analytics and downstream activation across the stack.
- Hybrid headless where it adds value, native Liquid where it adds speed and maintainability.
- Order-management and point-of-sale architecture consulting, so the migration reflected how the business actually runs.
The outcome
Everlane relaunched on Shopify Plus in September 2025, on an architecture that is both faster and far easier for the team to operate than the proprietary build it replaced.