Black Fang Apparel
Dark goods for humans and hounds.
Client: Black Fang Apparel · Role: Full-stack development / UI & UX design
Client project / Full-stack development + UI & UX
An independent brand. A storefront built around it.
Black Fang Apparel is an independent alternative apparel company making clothing, artwork and accessories for people and dogs. I developed its bespoke WordPress and WooCommerce website, translating the company’s visual identity into a storefront with its own frontend and editable content system.
The work spans custom PHP templates, product discovery, reusable ACF Pro sections and responsive interface design. The goal was to give the client control over products and editorial content while keeping the shopping experience visually consistent.
Architecture / implementation
Built as a system,
not a template.
A theme built around the brand
I developed custom PHP templates within the WordPress template hierarchy, sharing header, footer and reusable frontend components across editorial and commerce pages. Server-rendered content gives each page a consistent structure while retaining the flexibility to shape its presentation.
Commerce functionality, custom presentation
WooCommerce provides the product and shopping infrastructure. Bespoke shop, archive and product interfaces adapt its output to the brand: product grids, image galleries, variations, related items, basket and checkout all sit within the same visual system.
Editorial control without editing code
Structured ACF Pro fields power reusable hero, featured-product, collection, newsletter, FAQ and image-and-text sections. Administrators can change content in WordPress while the theme controls the layout and styling shared across pages.
A consistent system across screens
CSS Grid, Flexbox, custom properties and fluid sizing support the black, cream and red visual language. Shared containers and component styles bring product cards, breadcrumbs, navigation and editorial sections together across mobile and desktop.
Product discovery in context
Customers can browse conventional product categories or themed collections such as Anti-Social Dog Club, Ill Repute and Heavy Weather. Contextual navigation and breadcrumbs help connect a product back to the wider catalogue.
Foundations that can be maintained
Semantic page structure, internal links and product taxonomies work alongside WooCommerce, Rank Math and custom structured data. Git-based development and deployment support iterative refinement and checks across shared templates.
Responsive frontend
The same identity, scaled for shopping on the move.
Navigation, product imagery and purchase controls adapt to smaller screens while retaining the same typography, colour and visual hierarchy as the desktop store.
Engineering decisions
Four problems.
One coherent store.
A custom storefront
The default WooCommerce presentation needed to fit a distinctive brand. I built bespoke catalogue and product templates while retaining WooCommerce’s product-management and commerce functionality.
Flexible content
Editorial pages needed to be editable without allowing every section to drift visually. Structured ACF fields separate the content a team updates from the reusable components that render it.
Consistency across templates
Changes to typography, spacing or colour needed to carry through shop, collection and editorial pages. Shared containers, CSS variables and component styles reduce duplication and keep those changes coherent.
Two ways to browse
The same products needed to be discoverable by type and by collection. Category navigation and collection-specific pages offer different routes through the catalogue without treating them as separate stores.
Outcome
Commerce with room for the brand.
The result is a custom ecommerce platform for Black Fang Apparel, combining WooCommerce’s store management with reusable editorial building blocks and a frontend made for the company’s identity.