US fashion brand Everlane has officially gone live on Shopify, with the move marking a turning point in the retailer’s e-commerce strategy.

In a LinkedIn post , Shopify president Harley Finkelstein announced that Everlane’s site is now fully operational on Shopify, running 4.5 times faster than the previous version thanks to the roll out of a new template language.

Shopify's custom template language aims to enable developers and merchants to dynamically display content on their websites without having to write complex backend code, with the ultimate goal of boosting online engagement and product browsing.

Celebrating the move, the Shopify president recounted the history of the Everlane brand from the beginning of its founder Michael Preysman's career, as well as the company’s first viral campaign aimed at ending inflated prices in the luxury retail sector. “Their first viral campaign broke down the true cost of a T-shirt — $6 to make, sold for $15,” he said. “No middlemen. No outrageous markups. Just radical transparency.”

Recalling the marketing initiative, he said it led to 60,000 people signing up to a waiting list, with “almost every drop sold out”.

The brand was also the first to use Shopify’s modular checkout solution designed to bring its payment system to any commercial platform.

“Now their entire checkout experience is streamlined for speed and conversion,” Finkelstein said.

Earlier this year, Shopify unveiled a new partnership with Coinbase and Stripe that will enable stablecoin payments for merchants as it continues to strengthen payment solutions for its clients.

In June, the company said that merchants can accept USDC from customers globally in early access on Coinbase's digital payments network Base.

It added that companies can use their existing payment flows, with no integrations necessary.

"Merchants need payment systems that can handle complex transactions and checkout steps like tax finalisation and inventory reservation," said the company at the time. "Shopify and Coinbase addressed these challenges with a first-of-its-kind smart contract: merchants get the familiar 'authorise now, capture later' flexibility of credit cards, with the speed and global reach of stablecoins."

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