All WorkDTC fashion · Workwear · 2024

BrandShopifyContent EngineEmail Flows

A brand, a store, and a content engine - shipped in five weeks.

Zero to $189 jackets · 1.8× industry-average email open rate · sold out twice.

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5 wks

Brand to launch day

from kickoff

78%

Less time on content production

founder-only team

$189

Average order value

first season

The first drop

A poster pulled straight from the launch - the wordmark, the lookbook strip, and the three workwear silhouettes that defined the first season.

The challenge

A founder with a great product, a typewriter, and enough budget for either a brand or a launch - but not both.

DRFT was a single founder with a single conviction: workwear-inspired men's outerwear made the way it used to be - heavy fabrics, real fit, honest pricing. The garments were ready. The brand wasn't. The store wasn't. The content engine to keep a DTC brand alive after launch definitely wasn't.

Most agencies would have quoted six months and a budget that swallowed the entire first season. The founder needed something faster, leaner, and louder than a polite e-commerce starter kit.

The storefront

DRFT*

OuterwearKnitBottomsBootsStories

2

Fieldwork Drop · SS25

Hand-finished in Porto4.9 · 184 reviews

Field Overcoat$189

Derby Coat$224

Peacoat 03$198

Camel Topcoat$262

DRFT*

OuterwearKnitBottomsBootsStories

2

Fieldwork Drop · SS25

Hand-finished in Porto4.9 · 184 reviews

Field Overcoat$189

Derby Coat$224

Peacoat 03$198

Camel Topcoat$262

A Shopify build that reads like a photo essay, not a catalogue. Heavy product cards, color swatches with weight, copy that's been to a workshop floor.

01Product as the photograph

Each piece sits on the brand color, not on plain white. Browsing the store feels like flipping a lookbook.

02Words that earn the price

Every product line is rewritten in the workwear voice - heavy, honest, no marketing fat.

03Friction by design

Sold-through sizes are shown crossed-out, not hidden. Trust precedes conversion.

I had the garments and a typewriter - no brand, no store, no time. Flowtix shipped all three in five weeks without sanding the workwear edge off. The clothes feel handmade; the system around them runs itself.

Theo Lansing

Founder · DRFT

The voice, in three modes

The content engine

Six descriptions generated · 11 secondsRegenerate

Pick one · founder approval

Picked

Quiet · long-form

Heavy moleskin twill. Cut for layering. The Field Overcoat is the one you reach for when the season turns.

Punchy · short

580gsm twill. Eight-button storm placket. Built for the morning the temperature drops.

Tactile · specs

Moleskin. 580gsm. Hand-bartacked. Throat-latch. Patch pockets. Made in Porto in heavy stock that softens with the seasons.

Warm · personal

A heavyweight overcoat for the kind of week where you leave the house at sunrise and don't come back until dark.

Honest · plain

A working overcoat. Twill so heavy it stands on its own. Twin patch pockets. The same coat your grandfather had, cut for now.

Sales · urgency

Field Overcoat is back in stock at $189 - down from $260. Bracken sold through three times. This is the last drop until autumn.

Picked “Quiet · long-form” · pushed live to product page · 2 min ago

View on shop

Six descriptions generated · 11 secondsRegenerate

Pick one · founder approval

Picked

Quiet · long-form

Heavy moleskin twill. Cut for layering. The Field Overcoat is the one you reach for when the season turns.

Punchy · short

580gsm twill. Eight-button storm placket. Built for the morning the temperature drops.

Tactile · specs

Moleskin. 580gsm. Hand-bartacked. Throat-latch. Patch pockets. Made in Porto in heavy stock that softens with the seasons.

Warm · personal

A heavyweight overcoat for the kind of week where you leave the house at sunrise and don't come back until dark.

Honest · plain

A working overcoat. Twill so heavy it stands on its own. Twin patch pockets. The same coat your grandfather had, cut for now.

Sales · urgency

Field Overcoat is back in stock at $189 - down from $260. Bracken sold through three times. This is the last drop until autumn.

Picked “Quiet · long-form” · pushed live to product page · 2 min ago

View on shop

One brief in. Six on-brand variations out, each tagged with its tone. The founder picks one in fifteen minutes - used to take a whole afternoon.

01Brief on the left

Product, channel, voice slider, length, and a handful of style tags. Less form, more guitar tuning.

02Six takes on the right

Each card is a different tone - quiet long-form, punchy short, founder-warm, urgent sale, plain spec. Founder picks one.

03Goes live on its own

Pushed straight to the product page or queued into the email tool. The brand stays in voice across every surface.

The email flows

Open rate

47.3%▲ +12.1

vs Klaviyo benchmark

Click rate

8.4%▲ +3.2

vs Klaviyo benchmark

Revenue / send

$4.20▲ +1.10

vs Klaviyo benchmark

Flow · Cart abandon · v3

When a buyer leaves a coat in the bag.

RunningLast 30 days

Trigger

Cart with > $120 of value, no checkout in 45 min

Email 1 - Soft reminder

Subject: It's still in your bag

Live

Wait · 48 hours

Skip if customer has placed any order in this period

Branch - by value

≥ $180 → handwritten reply · < $180 → standard

Email 2 - Reply or save

Subject: Two ways to keep this one

AI suggestion · tighten subject

“It's still in your bag” outperforms “Don't forget” in the workwear vertical by 14% on opens. Want to A/B it?

Open rate

47.3%▲ +12.1

vs Klaviyo benchmark

Click rate

8.4%▲ +3.2

vs Klaviyo benchmark

Revenue / send

$4.20▲ +1.10

vs Klaviyo benchmark

Flow · Cart abandon · v3

When a buyer leaves a coat in the bag.

RunningLast 30 days

Trigger

Cart with > $120 of value, no checkout in 45 min

Email 1 - Soft reminder

Subject: It's still in your bag

Live

Wait · 48 hours

Skip if customer has placed any order in this period

Branch - by value

≥ $180 → handwritten reply · < $180 → standard

Email 2 - Reply or save

Subject: Two ways to keep this one

AI suggestion · tighten subject

“It's still in your bag” outperforms “Don't forget” in the workwear vertical by 14% on opens. Want to A/B it?

Five connected nodes covering the moment a buyer leaves a coat in the cart. Subject-line A/B is AI-tuned. Open rate 4.7× the workwear-vertical benchmark.

01Five-node flow

Trigger → soft reminder → 48-hour wait → value branch → reply or save. The system runs without supervision.

02AI-tuned subjects

Trained on what works in workwear-DTC. Suggests subject revisions with stated reasons, never auto-sends without approval.

03Mobile-first preview

Every email is composed for the iPhone first. Desktop adapts down. 89% of opens happen on mobile.

The site looks like a brand that's been around for ten years. We've been around for ten months. The system is doing the work of three people I haven't had to hire.

Anna Caro

Brand Lead · DRFT

What we delivered

One brand. Built to run on its own.

01Brand identity & systemWordmark, type lockups, color stories, photography direction.Wordmark, type lockups, color stories, photography direction.

02Shopify storefrontCustom-themed; reads like a lookbook, sells like a store.Custom-themed; reads like a lookbook, sells like a store.

03AI content engineBrief in, six on-brand variations out, every channel covered.Brief in, six on-brand variations out, every channel covered.

04Email automationCart, restock, post-purchase and win-back flows on launch.Cart, restock, post-purchase and win-back flows on launch.

05Campaign systemDrop templates, lookbook layouts, hand-finished season copy.Drop templates, lookbook layouts, hand-finished season copy.

06Tone-of-voice playbookThree modes - manifesto, product, email - with examples.Three modes - manifesto, product, email - with examples.

What changed

A one-person studio that ships like a team of ten - and a season that sold out before the next drop.

Five weeks from kickoff, DRFT went live. The first season sold through. The second was already being shot. The founder writes the parts that matter, the system writes the rest, and the brand stays in voice across every product page, every email, every campaign.

The garments are still hand-finished. The brand around them now runs on the same craft, scaled.