MARINE LAYER CAME TO US WITH A FRACTURED DIGITAL
ECOSYSTEM THAT WAS HOLDING THEIR GROWTH BACK.
THEIR OUTDATED ECOMMERCE PLATFORM FAILED TO
CAPTURE THE ENERGY OF THEIR PHYSICAL STORES,
CREATING A DISJOINTED OMNICHANNEL EXPERIENCE FOR
CUSTOMERS WHO EXPECTED SEAMLESS SHOPPING ACROSS
BOTH ONLINE AND IN-PERSON CHANNELS.
GIGI KASTLE STEPPED IN TO MODERNIZE MARINE LAYER'S
ENTIRE DIGITAL INFRASTRUCTURE. WE REBUILT THEIR
FLAGSHIP STORE FROM THE GROUND UP ON SHOPIFY 2.0,
CREATING A MODULAR, FAST, AND IMMERSIVE PLATFORM THAT
TRANSLATES THE TACTILE DISCOVERY OF THEIR FABRICS AND
FITS INTO A DIGITAL-FIRST SHOPPING EXPERIENCE.
MARINE LAYER IS A SAN FRANCISCO-BASED LIFESTYLE BRAND BORN IN 2009 FROM A SIMPLE FRUSTRATION—CO-FOUNDER MIKE NATENSHON'S GIRLFRIEND THREW AWAY HIS FAVORITE WORN-IN T- SHIRT, AND HE COULDN'T FIND ANYTHING AS COMFORTABLE TO REPLACE IT.
TEAMING UP WITH CHILDHOOD FRIEND ADAM LYNCH, THEY CUSTOM-DEVELOPED THEIR OWN SIGNATURE FABRIC AND SET OUT TO CREATE CLOTHING THAT FEELS BROKEN-IN AND ABSURDLY SOFT FROM DAY ONE.
“THE DAY AFTER MY GIRLFRIEND THREW AWAY MY FAVORITE SHIRT, I STARTED WORKING ON MARINE LAYER. TO BE FAIR, SHE WASN’T CRAZY OR ANYTHING. THIS ONE REALLY WAS ON ITS LAST LEGS—THE SHIRT, NOT KELLY. I WAS ALSO PROBABLY A LITTLE CRAZY TO QUIT MY JOB AND SPEND THE NEXT YEAR PERFECTING A CUSTOM FABRIC, BUT HERE WE ARE.”
