Project 04 · Santa Barbara, California

21Waves

Vintage-washed surfwear from the coast, and the Shopify theme I built to sell it.

Connecting the world through surfwear ✺ California roots. Ocean soul. ✺ Coastal surfwear ✺ Wave travel ✺ Connecting the world through surfwear ✺ California roots. Ocean soul. ✺ Coastal surfwear ✺ Wave travel ✺Connecting the world through surfwear ✺ California roots. Ocean soul. ✺ Coastal surfwear ✺ Wave travel ✺ Connecting the world through surfwear ✺ California roots. Ocean soul. ✺ Coastal surfwear ✺ Wave travel ✺

The brand

California roots. Ocean soul.

21 Waves makes vintage-washed hoodies, tees and sweats for travel, comfort and everyday life on the coast: Watch Tower, Anchor, Wax and Wrecks, and the Snow Washed hoodie.

21 Waves artwork: a red octopus gripping distressed 21 WAVES lettering. — Octopus · graphic

21 Waves artwork: a teal Wrangler Jeep with a surfboard on top. — Surf vibes · graphic

The back print of a washed pink 21 Waves hoodie: a line-drawn surfer. — Washed hoodie · back print

The store

A theme built from a single page

I designed the homepage as one HTML file, then rebuilt it as Shopify sections so it looks exactly the same while every image, product and line of copy stays editable in the theme editor.

21waves.org

The full 21 Waves homepage: announcement bar, split hero, best sellers, categories, why 21 Waves and the footer.

What's inside

Split hero slideshow

Two full-bleed slides, Coastal Surfwear and Wave Travel, each a pair of photos with one headline.

A hidden room

Drag the scrolling announcement bar backwards and it opens a page nobody was told about.

The poster puzzle

Inside, four spots on a neon poster, clicked in the right order, unlock the prize wheel.

Prize wheel

One spin per email. A claim verifies the phone number, mints a one-time Shopify code and emails it.

Product page

Variant cards, an image gallery, a quantity stepper and tabs, written from scratch in Liquid.

Mystery offer

A promo pop-up and a reviews page, styled to match the rest of the shop.

The ad

Find the room

A 21-second vertical spot for Reels and TikTok that walks through the real secret room: pull the ticker backward, solve the neon poster in order, and spin the prize wheel. The poster art, the music and every sound effect are original.

Download for Reels · MP4 1080×1920 ↓

The secret room

Spin the wheel

The prize wheel lives behind the hidden room. On the real store a claim goes to a small backend that checks the phone with Twilio Verify, mints a one-time discount through the Shopify Admin API and emails it with Resend.

Spin · one per email
Verify phone · Twilio
Mint code · Shopify Admin
Email · Resend

10% offFree teeFree ship15% offStickerSpin again20% offMystery

A demo of the secret wheel. No prizes here.

A spearfisher silhouetted against a golden sunset over the water.

A surfer in a wetsuit walking along the beach at sunset.

The project

21 Waves is my own brand. I wanted the store to feel like the clothes: warm, a little worn in, and with something to find if you look for it. I designed it, wrote the theme and the prize backend, and run the shop.

Theme: Shopify Online Store 2.0: 18 Liquid sections, JSON templates
Front end: Plain JavaScript (785 lines), no framework; Anton + Lato
Prize backend: Node, Express, SQLite
Verification: Twilio Verify for the phone, Shopify Admin GraphQL for codes
Email: Resend
Next: A points and ambassador program: Bronze to Platinum, referral codes