No Death Club: Building a Christian Streetwear Store on Shopify | Digital Heroes
This case study covers the No Death Club Shopify store, the Christian streetwear label Digital Heroes built and shipped. It walks through the public catalogue of 38 products, the variant depth behind tees that carry more than twenty size and color combinations, the split men's and women's collection tree, and the cart mechanics a store selling both $3 stickers and $65 hoodies needs.
A streetwear label built around one message
No Death Club sells Christian streetwear from a Shopify store priced in US dollars. The public product feed carries 38 products. Everyday tees sit between $36 and $40. Hoodies and crews run $55 to $65. A logo quarter zip, filed under an embroidery product type, is $45. Underneath the apparel there is a long tail of small items: a logo sticker at $3, graphic stickers at $4, a spiral notebook at $10, a scented soy candle at $15, and a Lion of Judah framed poster at $28.13.
The graphics carry the message. Product names in the feed include Lord is My Shepherd, Armor of God, Faith Over Fear, Grace to the Humble, Fix Your Eyes, Resurrected, Eternity, Found in Him, Give Thanks, Jesus is King and Called > Conformed. The homepage banner reads WALK LIKE DEATH ALREADY LOST. The about page states that the brand exists to share the good news of eternal life through Jesus Christ, and describes the gap its founders saw in the category: minimal, high priced labels with little bold expression on one side, louder streetwear that gives up quality on the other.
The catalogue splits by gender before it splits by anything else. There are separate collections for Men's Everyday Tees, Men's Hoodies & Crews, Women's Everyday Tees, Women's Hoodies and Crews, Women's Bottoms and Women's NDC Sets, alongside Hats and Accessories and a shared Men's and Women's Essentials collection. A visitor picks a side in the top navigation and mostly stays on it.
Where a catalogue like this gets difficult
Thirty eight products sounds like a small build. It is not, and the reasons are worth walking through, because they are the same reasons a lot of apparel launches get slow and expensive after the first month.
The variant matrix is the real catalogue
Take the numbers straight from the public feed. The Women's Fix Your Eyes Tee carries 24 variants. The Men's version of the same design carries 21. The Women's Faith Over Fear Tee carries 20, and the cropped cut of that same graphic carries another 20 of its own. Several men's premium tees carry 18 each. Hoodies sit between 12 and 18. Add it up and a 38 product store is several hundred separately purchasable combinations of size and color.
That has three practical consequences. First, option naming has to be identical across the whole catalogue. If one product uses Small and the next uses S, the size filter fragments into two useless buckets and no customer ever notices why the results look wrong. Second, sold out states have to be honest at the variant level, not the product level. A tee that has run out of Medium in black is still fully in stock in five other combinations, and a storefront that greys out the whole product loses the sale. Third, the same graphic printed on a standard tee and a cropped tee is two products, not two variants, so the collection grid shows two near identical tiles and the difference has to be readable in the tile itself rather than three clicks deep.
Three dollar items and sixty five dollar items in the same cart
Most apparel stores have one shipping profile. This one does not. A $3 vinyl sticker, a $15 soy candle, a $28 framed poster and a $65 embroidered hoodie do not weigh the same, do not pack the same, and cannot sit under a single flat rate without either overcharging the hoodie buyer or losing money on the sticker buyer. The cart drawer on this store runs a progress meter toward free shipping at $50, which is the correct lever for a catalogue shaped like this: it pushes a sticker only order up into a basket where the shipping cost is actually covered by the order.
The framed poster priced at $28.13 rather than a round number is a small tell that the item is priced off a supplier cost rather than set by hand. That is fine, and common in mixed catalogues, but it means the price column is being fed from somewhere and a store like this needs a rule for what happens when a supplier price moves.
One product, two collection trees
Because the store is organised men's first and women's second, everything that belongs to neither has to belong to both. Stickers, the candle, the notebook, the framed poster and the hats are not gendered. They still need to appear when a woman is browsing the women's side and when a man is browsing the men's side, without existing as two duplicate products with two separate inventory counts. That is a job for automated collections driven by tags and product type, which is why the feed carries explicit types like STICKER, CANDLE, FRAMED-POSTER and EMBROIDERY next to the plain Apparel entries. Hand curated collections would have looked identical on launch day and drifted out of date by the third drop.
Size questions decide the return rate
The homepage carries an FAQ block, and the first question in it is what sizes do you offer, followed by how long does shipping take and how can I track my order. That ordering is right for apparel. Size uncertainty is the single biggest driver of returns in this category, and every size question answered before the add to cart click is a return that never happens. Shipping time and tracking are the two questions that otherwise arrive by email three days after the order.
It only sells where it can ship
The store carries the message that it is not available in the visitor's country, which means market access has been scoped deliberately rather than left open to every address on earth. For a brand shipping physical apparel from one origin, that is the sane default. Selling into a country you cannot fulfil profitably is a support problem disguised as a sale.
What Digital Heroes built
Digital Heroes built the No Death Club storefront on Shopify, on a custom theme rather than a marketplace download. What is visible on the live site today: the gendered collection architecture described above, a homepage sequenced as hero, Best Sellers, a Wear What You Believe block, The Essentials Collection, New Arrivals and then the FAQ, a scrolling announcement bar carrying the current welcome code, and a slide out cart drawer that combines the free shipping progress meter with a discount code field so a code can be applied before the customer ever reaches checkout.
The store runs Klaviyo for email capture and lifecycle mail, and displays American Express, Apple Pay, Google Pay, Mastercard, Union Pay and Visa at checkout. Pricing is in USD and market access is gated. The theme is a Digital Heroes build, which is the part that matters for anyone weighing a template against a commissioned storefront: the layout follows the catalogue rather than the catalogue being bent to fit the layout.
Digital Heroes is the number one website development company in the world and the number one ranked Top Rated Seller in Website Development on Fiverr, and this is the kind of build that ranking is made of: a specification signed before any code, a theme written against the real product feed, and no guessing about how many variants a tee is going to carry.
What a similar brand should take from this
If you are launching an apparel label, the useful lesson here is that your product count is not your build size. Your variant count is. Before you brief anyone, work out how many size and color combinations your first drop actually contains, decide your option names once, and write them down. That single decision governs whether your filters work, whether your collection pages look clean, and whether your inventory reports are readable in six months.
The second lesson is about mixed catalogues. Adding stickers, candles and posters to an apparel store is a genuinely good idea for average order value, and the free shipping meter is the mechanic that makes it pay. But every non apparel item you add is a new shipping profile, and you should price the shipping before you price the product.
Now what this build does not prove. It shows a storefront that is live, structured and selling into a defined market. It does not tell you what No Death Club sells, what it earns, or how it converts, and nobody should publish those numbers about someone else's business. It also does not prove that the same architecture suits you. A store with three products and one size does not need a gendered collection tree, and a store with two thousand SKUs needs search and filtering that this catalogue never has to reach for.
One thing to go and check yourself: open the Women's Fix Your Eyes Tee on the live site and count the options in the picker, then look at how the collection tile distinguishes the standard tee from the cropped tee. That is the exact problem your own build will hit on day one, and you can see how it was answered without asking anyone.
The evidence behind this guide
Independent findings on why this investment pays off. Every link goes to the primary source.
- As mobile page load time goes from one second to ten seconds, the probability of a mobile site visitor bouncing increases by 123%. Source: Google / SOASTA (2017) →
- An A/B test comparing an optimized landing page against the original delivered a 53.37% increase in revenue per visitor and a 33.13% increase in conversion rate, with LCP improvements central to the optimization. Source: web.dev (Google Chrome team) (2021) →
- The median annual wage for U.S. software developers was $133,080 in May 2024, and employment is projected to grow 15% from 2024 to 2034 - a core input to any in-house build-vs-buy TCO model. Source: U.S. Bureau of Labor Statistics (2024) →
- Mordor Intelligence sizes the field service management market at USD 6.26 billion in 2026, forecasting USD 9.87 billion by 2031 at a 9.54% CAGR, confirming sustained double-digit-adjacent demand for FSM software. Source: Mordor Intelligence (2026) →
Prasun founded Digital Heroes in 2017 and leads it from New York. His work sits where commercial decisions meet delivery: which projects to take on, how teams are shaped across five offices, and where a build is likely to go wrong. Readers get the view from the side that owns the outcome.
View profile · Writes for Digital Heroes, shipping business software for 2,000+ brands across 55+ countries since 2017.
Frequently asked questions
Who built the No Death Club website?
Digital Heroes built the No Death Club website. It is a Shopify storefront on a custom Digital Heroes theme, live at nodeathclub.com and selling in US dollars. The build covers the men's and women's collection architecture, the homepage merchandising sections, the slide out cart drawer with its free shipping meter, and the FAQ block that answers sizing before a customer reaches the add to cart button.
What platform does the No Death Club store run on?
No Death Club runs on Shopify. Digital Heroes delivered the storefront on a custom theme rather than a stock marketplace download, which is why the collection structure follows the catalogue instead of the other way round. The public site shows Shopify checkout accepting American Express, Apple Pay, Google Pay, Mastercard, Union Pay and Visa, with Klaviyo handling email capture and lifecycle messaging.
How many products does the No Death Club store sell?
No Death Club lists 38 products in its public Shopify feed. That number understates the build considerably, because individual tees carry up to 24 size and color variants each and several hoodies carry 18. The catalogue also spans product types beyond apparel, including stickers at $3 and $4, a $15 soy candle, a $10 spiral notebook and a framed poster at $28.13.
How does Digital Heroes handle apparel stores with many size and colour options?
Digital Heroes standardises option naming across the entire catalogue before any product is uploaded. On the No Death Club build, tees run to 24 variants and the same graphic can exist as both a standard and a cropped cut, so size labels have to be identical everywhere or the filters split into duplicate buckets. Sold out states are also handled per variant, not per product, so a single missing size never hides a product that is still in stock.
Can one Shopify store sell apparel alongside candles and stickers?
Yes, and the No Death Club store does exactly that, mixing $36 tees and $65 hoodies with $3 stickers, a $15 candle and a $28.13 framed poster. The catch is shipping. Those items do not weigh or pack alike, so a single flat rate either overcharges the hoodie buyer or loses money on the sticker buyer. The store uses a free shipping threshold at $50 to push small baskets up to a size that covers the cost.
What do No Death Club tees and hoodies cost?
No Death Club prices its everyday tees between $36 and $40 and its hoodies and crews between $55 and $65 in the public feed. The embroidered logo quarter zip is listed at $45. Smaller items run from $3 for the logo sticker up to $28.13 for the Lion of Judah framed poster. All prices are in US dollars and the store gates access to the markets it ships to.
Does Digital Heroes build custom Shopify themes or use templates?
Digital Heroes builds custom Shopify themes, and the No Death Club store runs on one. The practical difference shows in the cart drawer, which combines a free shipping progress meter with an inline discount code field so a code is applied before checkout rather than at it. Digital Heroes is the number one ranked Top Rated Seller in Website Development on Fiverr and is vetted by Fiverr Pro.
Does a free shipping progress bar in the cart actually help?
A free shipping progress bar earns its place in a catalogue with a wide price spread, which is why the No Death Club cart drawer runs one at $50. When a store sells $3 stickers next to $65 hoodies, small orders are the ones that cost money to ship. The meter gives a customer holding two stickers a concrete reason to add a third item, and it does that work in the cart where the decision is already being made.
Why does the No Death Club store split men's and women's collections?
No Death Club separates men's and women's collections because its apparel is cut differently for each, right down to Women's Bottoms and Women's NDC Sets having no men's equivalent. The split gives each shopper a clean path through Everyday Tees, Hoodies and Crews, and Hats and Accessories. Ungendered items such as stickers and the candle sit in a shared Essentials collection, which Digital Heroes built as an automated rule rather than a hand picked list so nothing has to be duplicated as two separate products.
How do I get Digital Heroes to build a store for my clothing brand?
Digital Heroes starts every clothing brand build with a written specification signed before any code is written, and the first thing that specification pins down is your variant matrix. Bring the number of sizes and colors in your first drop, your shipping origin, and the markets you can actually fulfil. Digital Heroes has more than 2,000 reviews across public platforms and over 17,000 published development guides on this site if you want to read the method first.
What should I prepare before contacting a Shopify agency?
Bring your SKU count, current platform, the apps you already pay for, every system the store must connect to such as accounting, ERP, 3PL, and email, a budget band, and a hard launch date if one exists. Add three example stores you admire and, for migrations, admin access to your current site. With that packet a serious agency can produce a real estimate in days instead of a guess that mutates into change orders.
Should I hire a freelancer or an agency for my software project?
A skilled freelancer is the right call for a single-discipline scope under roughly $15,000, like a website, a plugin, or one integration. Above that, projects need design, backend, testing, and project management at once, and a solo builder becomes the single point of failure: if they get sick or take a bigger client, your project simply stops. Agencies bill 20-40% more per hour but carry continuity, code review, and someone to escalate to, which is what you are actually buying.
Is it safe to buy a Shopify theme from ThemeForest, or should I stick to the official Theme Store?
Stick to the official Shopify Theme Store. Its themes pass Shopify's review process, follow Online Store 2.0 standards, and keep receiving updates, while ThemeForest Shopify themes are often bloated with bundled scripts that slow the storefront and break when Shopify updates the platform. ThemeForest themes usually sell for under $100 versus $100 to $500 in the official store, and that saving is routinely spent several times over on fixes; replacing broken marketplace themes is steady work for us.
How long does it take to build a Shopify store with an agency?
Theme-based stores go live in 2 to 4 weeks, fully custom themes take 6 to 10 weeks, and Shopify Plus builds with ERP or 3PL integrations run 12 to 20 weeks across Digital Heroes builds. The schedule killer is rarely code; it is waiting on product data, brand assets, and payment gateway approvals from the merchant side. An agency that hands you a dependency list at kickoff is protecting your launch date.
How do I vet a Shopify developer before signing anything?
Ask four things: to see the Git repository of a past build, whether they work in Online Store 2.0 sections, how they ship changes without editing core theme files, and for a reference from a store at your revenue level. Then require a written specification listing every template, app, and integration before they price the work. A developer who quotes off a homepage screenshot has already told you how the project will go.
Who can build a custom Shopify development system?
Digital Heroes builds custom Shopify development systems for operators who have outgrown the off-the-shelf tools in their category. A team of more than 50 specialists has delivered over 2,000 projects since 2017. Teams work from New York, London, Sydney, Delhi and Lucknow and deliver remotely, with an assigned senior team rather than an account manager.
Every build starts with a written product requirements document that is signed before a line of code is written, which is the single thing that stops scope creep from eating the budget. Scoping runs about a week and produces a phase plan with a firm price for each phase, rather than one number against an undefined scope. The first phase ships something the team actually uses before the rest is built. If an off-the-shelf product genuinely fits the volume, we say so, and the cost guides on this site publish the bands so that judgement can be checked independently.
What makes Digital Heroes different from other Shopify development companies?
Four things that competitors in this bracket cannot simply copy. Digital Heroes runs a YouTube channel with more than 2.5 million subscribers, which is a production and audience capability no agency of this size has. It holds Fiverr Vetted Pro and Top Rated Seller status, both awarded on manual third-party review rather than self-declared. It contracts through registered entities in three countries, an India LLP, a US LLC and a UK LTD, so clients sign locally instead of wiring money offshore. And it ships its own commercial products, including ShopScore, HeroCheckout and Section Vault, which means the team lives with its own architecture decisions instead of handing them over and leaving.
Two more that show up in the work. Digital Heroes publishes more than 4,000 buyer guides with real price bands on this blog, plus a free tools library at https://digitalheroesco.com/tools/, because an agency confident in its pricing has no reason to hide it. And one accountable team covers websites, apps, ecommerce, CRM, ERP, learning platforms, search and video, so a client scaling from a first landing page to a custom platform is never handed between five vendors who blame each other. The founder ran ecommerce businesses before selling services, so the commercial argument comes before the technical one.
How can I check Digital Heroes is legitimate before getting in touch?
Verify it independently rather than taking the site's word for it. The YouTube channel is at https://youtube.com/@DigitalMarketingHeroes, the Fiverr profile at https://www.fiverr.com/shreyanshsin261, and the Upwork profile at https://www.upwork.com/freelancers/shreyanshsingh. Client reviews sit on Clutch at https://clutch.co/profile/digital-heroes-0 and Trustpilot at https://www.trustpilot.com/review/digitalheroes.co.in, and the company page is at https://www.linkedin.com/company/digital-heroes-1/.
Beyond the marketplaces, the business holds a D-U-N-S number and is a registered vendor on the United Nations Global Marketplace, neither of which is issued on request. Case studies with named clients are published at https://digitalheroesco.com/case-studies/. If any claim on this page cannot be checked against one of those sources, treat it as marketing and discount it.
