CuttinUp

2026

One of my personal goals is to launch my own clothing line, so working with CuttinUp was an exciting project. What drew me to the brand was their commitment to their community (Virginia) and culture of streetwear. I had the opportunity to design and launch a Shopify website, create graphics, implement Google Analytics, and build some key automations to support marketing and customer engagement. In the future, I would like to develop more graphics, introduce a blog, and support the growth of future marketing campaigns. 

Because this was CuttinUp’s first product release, the initial focus was on creating a clean, high-conversion storefront that clearly showcased the products and established credibility. I developed three homepage variations that align with the brand’s release cycle: a pre-release page, a preorder page, and a final release page. These templates allow the site to evolve with each drop while maintaining consistency. Future improvements will include a blog, FAQ section, video content, and a digital lookbook to deepen brand storytelling and customer engagement.

At the start of the project, CuttinUp had limited brand assets — the logo existed only as a screenshot pulled from another site, and there were no supporting graphics. I took the initiative to recreate the logo in multiple variations and design custom graphics for the website and promotional use. Inspired by the name “CuttinUp,” I introduced a cut, copy, and paste collage aesthetic to give the brand a bold, street-driven visual identity. With more time and future releases, I plan to further evolve this concept in more experimental and creative ways. I am currently developing logo variations incorporating the brand’s black and pink paisley patterns and will update this project once they are complete.

From a performance and growth standpoint, it was important to establish analytics from day one. Google Analytics was implemented to track traffic sources, device usage, and on-site behavior, helping guide future optimization and marketing decisions. Analytics also support monitoring the effectiveness of the automations that were built, including:

  • Sending a discount code when a user joins the email list

  • Sending abandoned cart reminders

  • Sending post-purchase thank-you messages

Next Steps

CuttinUp would benefit heavily from increasing brand awareness through a combination of word of mouth, social media activations, and strategic influencer partnerships. As a new clothing brand, the primary focus should be on identifying and building a core audience that not only buys into the product, but also into the identity and culture behind the brand.

Modern fashion brands thrive on community and exclusivity. Many of today’s most successful brands have cultivated a “cult-like” following, where early supporters feel a sense of ownership and pride in discovering the brand before it becomes mainstream. CuttinUp has an opportunity to tap into this by positioning early adopters as insiders—people who are ahead of the curve.

One of the most effective ways to accelerate early growth is through product seeding and social proof. Providing jackets to local talent—such as musicians, athletes, creatives, and even other brand owners—can help establish credibility and visibility within key communities. Additionally, collaborating with influencers and live streamers who align with the brand’s aesthetic will help expose CuttinUp to audiences that already trust those voices.

To quickly build initial traction, CuttinUp should also implement a social media raffle campaign on Instagram. This creates a low barrier to entry for new followers while encouraging organic sharing. A simple structure would include:

• Setting up a dedicated giveaway post on Instagram with strong visuals and a clear call to action
• Requiring users to follow the page and like the post to enter
• Encouraging users to tag three friends for an additional entry, increasing reach through network effects
• Optionally offering bonus entries for sharing the post to their story

This approach not only increases follower count, but also introduces the brand to new audiences who may not have discovered it otherwise. While not every participant will convert into a customer, the campaign significantly boosts visibility and creates momentum during the brand’s early stages.

Beyond the initial giveaway, consistency will be key. Continuing to showcase real people wearing the brand, highlighting community engagement, and reinforcing the lifestyle behind CuttinUp will help transform early attention into long-term loyalty.

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