Notwoways
Notwoways
Premium sneakers, engineered for the hype.
About Notwoways
Notwoways is a London-based brand that has quickly carved out a niche in the global sneaker scene. Founded by Callum McGinley and Rockwell Princely, they specialise in high-quality footwear that blends skate culture with a clean, technical aesthetic
Notwoways partnered with Bitcube to build a robust, “drop-ready” Shopify Storefront that can handle the volatility of hype-driven commerce while maintaining a premium, tech-forward aesthetic.
The Challenge
The primary challenge for Notwoways is the “Hype Bottleneck.” Traditional eCommerce themes are not built for the sudden, massive surges in traffic that occur during a sneaker launch.
The brand needed a way to capture and nurture leads before a drop, manage a massive influx of data during the sale, and ensure that the frontend remained stable and fast under heavy load. Furthermore, they required a bespoke way to manage signups and exclusive access—mechanics that aren’t available “out of the box” on standard platforms.
Our Solution
To support Notwoways’ unique business model, we developed a high-performance custom Shopify theme using Web Components, specifically engineered to maintain speed and stability during high-traffic events. Our work focused on the “Hype Lifecycle,” beginning with bespoke signup systems designed to manage early-access waitlists and ensure clean, actionable data for marketing teams. By building these custom tools, we moved away from generic templates to provide a solution as unique as the brand itself.
We further engineered “hype-specific” mechanics directly into the theme, including countdowns and gated access optimized to handle the extreme velocity of a 60-second sell-out. Beyond the storefront, we implemented a deep integration with Klaviyo, building custom data triggers that bridge the gap between the Shopify theme and email marketing for high-precision communication during drop cycles. To ensure long-term success, we provide ongoing maintenance and support, guaranteeing that every new product launch remains technically flawless regardless of traffic volume.
Key Features of the Project:
- High-Velocity “Drop” Architecture
- Bespoke User Signup & Maintenance System
- Custom Klaviyo Lead Capture Engineering
- Ongoing High-Performance Theme Support
Client Overview
- Client: Notwoways
- Location: London, United Kingdom
- Industry: Footwear, Streetwear
Discover
- Shopify Theme Development
Tech
- Shopify Liquid
- Klaviyo
- Web Components
- HTML
- CSS
The Results
Our partnership has allowed Notwoways to scale their drop model with total confidence. By moving to a custom-engineered Shopify architecture, the brand has successfully navigated multiple high-velocity launches without technical downtime.
The bespoke signup and “hype” systems have directly contributed to a massive growth in their first-party data (email lists), giving them a direct line to their most loyal customers. This “infrastructure for hype” has turned their digital storefront into a reliable tool for global brand expansion.
Client Testimonial
“We have worked with Bitcube for 4 years, and continue to be impressed by their capability, customer service and strong work ethic.”
“A few things that stand out for me are their efforts to understand our business and their appreciation that customer experience has a massive impact in our operation.
Another one is their technical capability in that they can actually do the incredible things that they promise, which sounds simple, but very rarely is. At the start I thought ‘if this system does what these guys say it’s going, it will be phenomenal.’ And although I didn’t believe them at the start, it has done everything and more than they promised!
Bitcube has built a fantastic team of developers, and we will no doubt be continuing our relationship with Bitcube into the future. As we are UK based, when starting the project our biggest concern was about working remotely. However, this concern proved to be unfounded – collaboration and communication has been fantastic. When needed, we have been able to have daily calls and numerous screen-share sessions and we have also been able to catch up during their visits to London and my visits to their offices.”
Bruce Casalis
Founder & Managing Director