With Love & Sonder: Building OldTown

Where Vision Meets Code

OldTown isn't just a brand, it’s a movement. Rooted in sustainability, tradition, and self-expression, OldTown sets out to challenge what modern streetwear can be. In this post, I’ll take you behind the scenes of our collaboration to bring OldTown’s Shopify store to life, blending thoughtful design, powerful symbolism, and a clear sense of purpose.

Whether you're a founder, designer, or curious creative, here's a look at how a strong brand identity can be built not just with pixels and products, but with meaning.

Creating a Memorable Brand Identity

At the heart of OldTown is a mission to combine tradition with individuality, creating sustainable fashion that reflects the wearer’s true self. When David, the founder, approached me, there were no strict brand guidelines in place, just a clear vision and a lot of heart.

We started by shaping the visual and emotional language of the brand. Symbols like the Nsibidi graphics, representing reflection, togetherness, journey, and love, weren’t just decorative. They were the brand. These motifs inspired both the store layout and the subtle storytelling woven into the design, helping us communicate OldTown’s deeper message of unity and self-awareness.

Setting OldTown Apart

Bringing OldTown to life wasn’t just about creating something visually appealing; it was about turning a powerful story into a seamless online experience. David and I worked closely from the very beginning to align on both vision and function. We explored several Shopify themes and ultimately chose Dawn as the foundation for its clean structure and flexibility.

On top of this, I built custom sections tailored to the brand’s needs, each one designed to be easily customizable via intuitive settings in the Shopify editor. This meant David could update content and visuals without having to touch code, keeping the site dynamic and future-proof. The overall design stays clean yet bold, helping the brand’s message shine through while ensuring the site is clear, user-friendly, and easy to navigate.

A Few Words from David, Founder of OldTown

What inspired you to start OldTown?
I've always loved fashion, but I never saw brands that felt both ethical and truly expressive. I wanted to create something rooted in culture and self-reflection.

What does “With Love & Sonder” mean to you?
It’s about empathy, realizing that everyone has a rich, complex life you might never fully understand. So approach everything with love.

Why the Nsibidi symbols?
I'm part Igbo, and Nsibidi is a traditional graphic language. I wanted to embed that history into the brand visually, to bring people into the story without using words.

What was it like working together on the website?
Honestly? It was one of the most aligned creative experiences I’ve had. Adina didn’t just execute, she understood what I was trying to say and brought it to life with clarity and intention.