AS-BUILT · updated 2026-07-08. The full v5 site shipped ahead of this schedule — built and published live (password-gated until Sept 1). This roadmap is kept as the plan of record; what remains is a short punch list: per-SKU measurements → size guide, the ~Jul 24 studio shoot + real packshots, building the Klaviyo welcome flow, checkout visual branding, and the lookbook.
How the research catalog becomes the live site, in four phases against the September 1 launch. Two owners throughout: Build (Claude working sessions with Trevor) and Founders (Trevor + Haley — shoots, measurements, copy approvals, Shopify admin). The full site has since shipped (see banner above); the phases below stand as the original plan, with completed work marked ✓ and the still-open items left intact.
W1
Jul 6
Jul 6
W2
Jul 13
Jul 13
W3
Jul 20
Jul 20
W4
Jul 27
Jul 27
W5
Aug 3
Aug 3
W6
Aug 10
Aug 10
W7
Aug 17
Aug 17
W8
Aug 24
Aug 24
Launch
Sep 1
Sep 1
Phase 1 — Pre-launch shell (W1–2) · Phase 2 — Shop room (W3–5) · Phase 3 — World room (W6–7) · Phase 4 — Hardening & launch (W8)
The critical path
Three chains determine the date; everything else flexes around them:
- Samples → studio shoot → PLP/PDP. The Family Grid and Pairing Card need the scale-matched packshots and pair shots. Shoot must happen by end of W4 (Aug 2) to hold the schedule.
- Measurements → size guide. Priority-#1 utility page; blocked entirely on founders measuring real samples. One evening of work — do it in W2.
- Password page → the world sees the brand. Not blocked on anything. ✓ Done — shipped Jul 8 (desktop + mobile film clips, legibility treatment, poster fallback).
Gate 0 — this week (by Jul 5) · closed Jul 8
①, ② and ④ are moot — the recommendations shipped as built, theme tooling is in place, and the About copy is live. ③ still applies to the open studio shoot: confirm sample availability for all 8 pieces ahead of ~Jul 24.
①, ② and ④ are moot — the recommendations shipped as built, theme tooling is in place, and the About copy is live. ③ still applies to the open studio shoot: confirm sample availability for all 8 pieces ahead of ~Jul 24.
Phase 1 — Pre-launch shell · W1–W2 · Jul 6–19 · ✓ build done Jul 8 — two items open below
| Task | Owner | Effort | Depends on |
|---|---|---|---|
| ✓ Password page — "The Film Still" (Como loop, one serif line, hairline email field; replaces the off-system page) — brief | Build | ½ day | — |
| ✓ Header — "The Row split" (hairline text band; transparent over film heroes, solid ivory in the shop; retire announcement bar; shipped nav = Shop · Sets · Journal · About) — brief retired | Build | 1–1½ days | — |
| ✓ Footer — "The Ledger" (3 micro-label columns; remove footer newsletter; quiet close owns email site-wide) — brief retired | Build | ½–1 day | Admin menus set up (Founders, 30 min) |
| ✓ Content fixes: About copy (three girls; trip history), retire announcement messages | Build + Founders | 1 hr | Gate 0 ④ |
| Klaviyo connected — customer pipeline live, double opt-in, branded transactional emails. Still open: build the 3-email welcome flow in the Klaviyo dashboard (welcome + world tease + launch-week first-access window) | Founders | 1 day | — |
| Founder homework: per-SKU measurements off samples, in/cm; Mini age↔height bands; fit note per piece | Founders | 1 evening | Samples in hand |
Gate 1 — end of W2 (Jul 19)
Password page live to the world · header/footer on-system · welcome flow sending · measurements delivered → unblocks the size guide. Jul 8: first two done; welcome-flow build and measurements still open.
Password page live to the world · header/footer on-system · welcome flow sending · measurements delivered → unblocks the size guide. Jul 8: first two done; welcome-flow build and measurements still open.
Phase 2 — The shop room · W3–W5 · Jul 20–Aug 9 · ✓ build shipped early — shoot & size guide open
Founder production (W3–W4)
| Task | Owner | Effort | Depends on |
|---|---|---|---|
| Studio shoot (Shoots 1+2 combined): ~20–24 scale-matched packshots on warm-ivory seamless (Women/Men/Mini, identical frame geometry), 8–10 on-model hover frames, per-PDP details + packs-flat loop + flat-lay, one parent+child pair shot per style, 3–4 wide family interrupts, gift-card face — open, ~Jul 24; real packshots replace the vendor mock-ups currently on the live site | Founders | 2 shoot days + prep | All samples; shot list in master asset list |
| ✓ Product data sheet: names, prices, fabric/care copy, coordinates_with pairings, style_family groupings | Founders | ½ day | — |
Build (W3–W5, in parallel)
| Task | Owner | Effort | Depends on |
|---|---|---|---|
| Size guide (WOMEN / MEN / THE MINI ruled tables, age+height first for kids, in/cm toggle, how-to-measure) — brief | Build | 1 day | Gate 1 measurements |
| ✓ Shopify admin: products, variants, prices, collections, metafield definitions (custom.coordinates_with, custom.style_family, custom.fit) | Build + Founders | 1 day | Product data sheet |
| ✓ PLP — "The Family Grid" (style-grouped blocks, Women/Men/Mini rows at matched scale, family interrupts, zero filter apparatus) — brief | Build | 2–3 days | Packshots + metafields |
| ✓ PDP — "The Pairing Card" (stacked gallery, size pills, sticky buy box, accordions, "The Matching Mini" card) — brief | Build | 2–3 days | PDP shots + coordinates_with |
| ✓ Cart — "Quiet Ledger, plus the Mini line" (drawer restyle, one Complete-the-set row, gift note, threshold sentence) — brief | Build | 1–2 days | Metafields; packaging confirmed for gift note |
| ✓ Search restyle + no-results state · pure-type 404 · FAQ · contact · shipping/returns — brief | Build | 2 days | Returns policy decision (30-day + free first exchange) |
Gate 2 — end of W5 (Aug 9)
Full buying path works end-to-end behind the password: PLP → PDP → cart → checkout test order, with size guide live. If the shoot slipped, PLP/PDP ship on graded trip photography as a fallback and packshots swap in when ready. Jul 8: done — buying path verified with a test order (sized ATC + bundle line-item properties fixed); real packshots swap in after the ~Jul 24 shoot.
Full buying path works end-to-end behind the password: PLP → PDP → cart → checkout test order, with size guide live. If the shoot slipped, PLP/PDP ship on graded trip photography as a fallback and packshots swap in when ready. Jul 8: done — buying path verified with a test order (sized ATC + bundle line-item properties fixed); real packshots swap in after the ~Jul 24 shoot.
Phase 3 — The world room · W6–W7 · Aug 10–23 · ✓ built early except lookbook
| Task | Owner | Effort | Depends on |
|---|---|---|---|
| ✓ About — long-scroll film page (reuses existing iv-* sections; founder portrait + Sydney origin frame + provenance beat) — brief | Build | 1–2 days | Founder portrait picked from library or one quick shot |
| ✓ Trip guides #1–2: Como + Sydney (hero + 4–6 frames from the graded library; 600–900 words each — I draft from trip facts, founders edit) + journal index + trip-guide article template | Build + Founders | 2–3 days | Founder copy review |
| ✓ "Shop the trip" city edits (tag products trip:como etc., edit sections on guide pages) | Build | 1 day | Products live (Gate 2) |
| Lookbook Season 1 (12–20 parent+child looks, titled, look→SKU map) | Founders + Build | 1 shoot day + 1 build day | Decision: shoot pre-launch or ship world room with About + guides and add lookbook in Sept |
Gate 3 — end of W7 (Aug 23)
World room live behind the password: About + two trip guides + shop-the-trip. Lookbook is the one deliberately floatable item — the world launches full without it. Jul 8: world room live; lookbook still open.
World room live behind the password: About + two trip guides + shop-the-trip. Lookbook is the one deliberately floatable item — the world launches full without it. Jul 8: world room live; lookbook still open.
Phase 4 — Hardening & launch · W8 · Aug 24–Sep 1 · ✓ hardening done early — launch flip remains
| Task | Owner | Effort | Depends on |
|---|---|---|---|
| ✓ Videos → Shopify Files CDN URLs (hero, moment, packs-flat loops); LCP pass (eager hero poster, preloads, no fade on LCP image); Core Web Vitals check | Build | 1 day | — |
| ✓ Full QA: mobile-first sweep of every template, theme-editor lifecycle (section load/unload), reduced-motion, cross-browser | Build | 1–2 days | Gates 2–3 |
| ✓ Commerce config: shipping rates, taxes, payments, legal/policy pages, end-to-end test orders + a real refund. Still open: checkout visual branding | Founders + Build | 1 day | — |
| ✓ SEO/meta: titles, descriptions, og:image (graded stills), favicon, 301s from any old URLs | Build | ½ day | — |
| Gift-card issued-page restyle; accounts doorway (login/register) restyle — only if the week is clean | Build | 1 day | Everything above green |
| Launch, Tuesday Sept 1: password off · first-access email to the list (24–48h window honored) · IG bio flip | Founders | — | All gates |
Post-launch backlog · September onward
- Lookbook Season 1 (if floated past launch) · accounts interior restyle · 404 image upgrade · gift card polish
- Kids fit photography with stated age/height (highest-value v2 asset for cutting returns)
- Hover-video product cards (Emilia Wickstead pattern) · one signature pinned-scroll moment · self-hosted licensed serif (Alga/Ivy Ora) replacing Newsreader-via-Google
- Density toggles + Dawn facets re-enabled when the catalog passes ~24 SKUs · Trip guides #3–6 (Copenhagen, Amsterdam, Paris, London) at ~1/month
Risks & honest assumptions
- Samples are the long pole. If all 8 pieces aren't in hand by ~Jul 24, the studio shoot slips and Gate 2 falls back to trip photography — the site still launches, but the Family Grid loses its scale-matched precision until packshots land.
- Founder bandwidth is the second pole. The two shoot days + measurements evening + copy reviews are the only non-delegable founder work; everything else can flex.
- Effort figures are build-session days, not calendar days — W3–5 assumes roughly 3 working sessions per week.
- Checkout is not themeable on the standard plan — the cart drawer is the last brand-controlled moment, which is why it's in the critical Phase 2.