DirtySix – a custom e-commerce platform for a streetwear brand

A custom online store with direct Econt integration, bespoke checkout, CRO features, drop campaigns, customer accounts and an admin panel.

NewEra developed DirtySix as a custom e-commerce platform for a streetwear brand with limited collections. The system combines a product catalog, cart, checkout, direct Econt integration, customer accounts, upsell and cross-sell features, email lead generation, analytics and a custom admin panel.

More than an online store. One system for sales and operations.

NewEra developed DirtySix as a custom e-commerce platform for a streetwear brand with limited collections. The system combines a product catalog, cart, checkout, direct Econt integration, customer accounts, upsell and cross-sell features, email lead generation, analytics and a custom admin panel.

For DirtySix, we created an entirely new custom online store built around how the brand actually works. We did not use an off-the-shelf e-commerce template or limit the project to a visual redesign.

The storefront and back-office tools form one system: customers discover and buy products while the team manages orders, delivery, campaigns, customers and analytics.

• Custom E-commerce Development
• UI/UX and Web Design
• Product catalog and variants
• Custom cart and checkout
• Direct Econt integration
• Upsell and cross-sell features
• Customer Accounts and email lead generation
• Custom Admin Panel and analytics

Streetwear does not sell like a standard e-commerce product.

DirtySix works with limited collections, a strong visual identity and an audience for whom the brand matters as much as the product itself. A standard online store model was not enough.

We needed to create an experience that expressed DirtySix’s character, made products easy to discover, reduced the steps to purchase and built a direct channel between the brand and its audience.

• A strong brand experience
• Easy product discovery
• Higher order value
• Fewer steps to purchase
• An owned customer audience

We did not adapt a platform to DirtySix. We built the platform around DirtySix.

The new store is a custom e-commerce solution developed specifically for the brand’s needs. This gave us control over both the visual experience and the store’s functionality.

No standard-theme limitations, no unnecessary features and no reliance on paid middleware for core processes. Every feature has a specific role in the customer journey or business operations.

• Black and white
• Strong typography
• Large product imagery
• Editorial compositions
• Campaign visuals
• Minimal visual noise

From campaign to product in seconds.

The homepage combines storytelling and commerce. Large campaign visuals build the brand atmosphere while product sections create a direct path to purchase.

The structure guides users through new drops, bestsellers, key collections, categories and social content. The homepage is not just a showcase — it is the start of the sales funnel.

• New campaign
• Bestsellers
• Collections
• Categories
• New products
• Instagram and email

Every product page is designed to sell more than one product.

The page combines large imagery with clear information and a direct action. Size selection is visible in the first screen, while the add-to-cart CTA remains the primary focus.

Rather than stopping at a standard add-to-cart button, we added relevant features that extend the shopping journey and help customers discover their next product.

Frequently Bought Together

A relevant combination directly beside the main product.

Complete the look

Additional items continue shopping after the main selection.

Product recommendations

The store actively helps customers discover the next product.

The cart is not the end of shopping.

The custom cart drawer lets customers manage an order without losing the page context. They can see the selected variant, change quantities and add complementary products.

The free-shipping progress bar provides a clear next goal, while upsell recommendations create another opportunity to increase order value.

• Quantity management
• Selected product variant
• Relevant recommendations
• Quick-add complementary items
• Free-shipping progress bar

Delivery is part of checkout. Not a separate system.

The direct Econt integration is built into the store itself, without separate paid middleware. Customers choose office or address delivery, and the system uses city and office information.

Checkout has three logical steps: contact, delivery and payment. Products, their value and delivery are visible in one place, without moving between different systems.

• 01 — Contact
• 02 — Econt delivery
• 03 — Payment
• Office or address delivery
• Econt office selection within checkout
• Dynamic price based on delivery and order
• One continuous checkout flow

A limited product starts earning attention before launch.

A custom campaign popup can communicate an upcoming drop, its exact date and time, a live countdown and early-access signup. Customers leave their email to be first to hear about the next limited collection.

DirtySix therefore builds an owned first-party audience of potential customers instead of waiting for launch day to start selling.

• Upcoming drop
• Date and time
• Live countdown
• Early-access signup
• First-party email audience

The store remembers the customer.

The bespoke customer account provides access to order history, amount spent, latest order and personal information.

This creates a foundation for a longer-term relationship between customer and brand, rather than treating every purchase as an isolated transaction.

Storefront at the front. Business infrastructure behind it.

For the DirtySix team, we developed a custom admin panel to manage core online-business processes. The storefront and back office work as one custom product rather than multiple disconnected tools.

• Orders
• Products and variants
• Categories and collections
• Inventory and discounts
• Customers and email database
• Emails
• Finances
• Analytics

Every important page has a next step.

The conversion-first logic connects the entire customer journey — from the first visit to a completed order and the next customer interaction. The goal is not simply more traffic, but more value from every visitor.

• Bestselling products on the homepage
• Clear categories and minimal navigation
• Product bundling
• Frequently Bought Together
• Cross-sell recommendations
• Cart upsells
• Free-shipping progress
• Minimalist checkout
• Customer accounts
• Drop countdown campaigns
• Email lead capture
• Social proof through Instagram content

One project. Eight connected disciplines.

Custom E-commerce Development

A standalone e-commerce solution built around DirtySix’s specific business model.

UI/UX Design

The brand’s streetwear identity translated into a clear, fast digital experience.

Conversion Optimization

A customer journey with recommendations, bundles, cart upsells and clear conversion points.

Custom Checkout

A bespoke optimized checkout flow with contact, delivery and payment.

Econt Integration

Direct integration for delivery selection and dynamic pricing within the order process.

Customer Accounts

Customer profiles with order and personal information.

Lead Generation

Drop campaigns, countdowns and a system for building an email audience.

Custom Admin Panel

Back-office management for products, orders, customers, campaigns and analytics.

Not just a new DirtySix website. A complete e-commerce ecosystem.

The new DirtySix is simultaneously an online store, conversion system, e-commerce back office, customer database, marketing tool and digital extension of the brand.

Instead of building a store around the limitations of an off-the-shelf platform, we built the technology around how DirtySix wants to sell. The result is a system with more control, room to develop and a strong foundation for growth.

We Like It Dirty.

DirtySix custom online store FAQ

What did NewEra do for DirtySix?

NewEra developed a custom e-commerce platform with a product catalog, cart and checkout, direct Econt integration, customer accounts, upsell and cross-sell features, email lead generation, analytics and a custom admin panel.

Does DirtySix use an off-the-shelf e-commerce template?

No. The store is a custom solution developed around DirtySix’s business model and visual identity rather than an adaptation of a standard theme.

How does the Econt integration work in DirtySix?

Econt is integrated directly into checkout. Customers choose office or address delivery, select a city and office, and the delivery price is calculated according to their selection and the specific order.

Which CRO features create more sales opportunities?

The store uses bestsellers, clear categories, product bundles, Frequently Bought Together, cross-sell recommendations, cart upsells, free-shipping progress, optimized checkout, customer accounts, drop countdowns, email capture and Instagram social proof.

What does the DirtySix customer account include?

The account shows order history, amount spent, the latest order and the customer’s personal information.

How does the store prepare its audience for a new limited drop?

A custom campaign popup presents the upcoming drop, date and time, live countdown and early-access form. The collected emails build a first-party audience that can hear about the collection before launch.

What can the team manage through the custom admin panel?

The team manages orders, products and variants, categories and collections, inventory, discounts, customers and email database, emails, finances and analytics.

Where can I view the working DirtySix online store?

The working store is available at https://dirtysix.bg/. Visitors can explore the campaigns, product catalog, cart, Econt checkout and other customer-facing features.

Want an online store that does more than accept orders?

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