Steinmetz Co.
A full Shopify overhaul and growth stack for a western barrel-racing denim brand.
The brief
Steinmetz Co. is a founder-led western denim label with a hero product — jeans cut with an inseam for every height — and a real following in the barrel-racing and rodeo world. The brand was profitable on grit and Instagram, but the Shopify store wasn't pulling its weight: thin product copy, a dead About page, no size or fit guide, and a storefront that didn't match the quality of the denim. Brass & Bone came in to do the works — the look, the site, and the growth engine behind it.
A storefront overhaul, not a reskin
We're rebuilding the Shopify experience on its Atelier theme into something that finally looks like the brand — a two-row header with a mega menu, a sticky nav that blurs over the content as you scroll, a consolidated name and logo (Steinmetz Co.), a real About page and founder story, and a size-and-fit guide built around the inseam-for-every-height promise. Clear pre-order badging sets expectations on the made-to-order timelines up front, so buyers commit with confidence instead of confusion.
SEO built for a western niche
This category isn't won on broad terms — it's won on intent. We're writing collection and product copy targeting the searches that actually convert for western wear: barrel racing apparel, western denim, rodeo jeans, and the long-tail around fit and inseam. A merchant-owned FAQ system — one metaobject driving every product and category page — answers pre-order, returns, and fit questions and emits FAQPage structured data for rich results, so the store earns its premium in search and not just on the page.
The growth and ops stack
Beyond the storefront: a Google Merchant Center feed so the catalog shows up in Shopping, Klaviyo email and SMS flows to turn one-time rodeo buyers into repeat customers, GA4 and Google Search Console finally wired up for real measurement, fraud protection to keep chargebacks off a small team, and a light inventory-count workflow so stock stays honest. The infrastructure a brand needs to scale past founder-and-Instagram.
One studio, the whole brand
Brass & Bone runs the full stack — development and SEO from Troy, brand photography from BK, and social from Sky — so the look, the site, and the feed all move in one direction. One team for a western brand that refuses to look ordinary, instead of a website in one place and a photographer in another.
Where it's headed
A western denim brand that reads online exactly as credible as it is in the arena — a storefront worth its premium price, search visibility in a niche the big-box western retailers ignore, and the marketing and operations backbone to grow without breaking. Built in the same Dallas–Fort Worth studio that builds its own brands first.
