Homage’s digital platform turned a regional T-shirt brand into a scalable, nationally recognized fan-culture powerhouse.

Challenge

Homage began as an underdog brand making cheeky, fandom-driven graphic tees in Ohio. But soon its growth had outpaced its digital presence. The site functioned like a small blog with a bolted-on shop, making it hard for customers to navigate a rapidly expanding catalog. Fans wanted immersive experiences around their teams, schools, and cultural touchpoints, but there was no way online to replicate the sense of discovery and loyalty people felt in Homage’s physical store. The brand needed a digital foundation that could scale to thousands of SKUs and celebrate both mainstream and niche fan culture.

Action

We redesigned Homage’s e-commerce experience to handle its growth and deepen fan engagement. The new platform introduced intuitive navigation for a large and growing product line while enabling “fan hubs” as skinnable sections dedicated to specific communities like Ohio State or Syracuse. These hubs went beyond product listings, pulling in historical references, cultural context, and rich storytelling that tapped into each fandom’s DNA. The site also allowed Homage to spotlight niche cultural artifacts like Surf Ohio with the same care as its core sports lines. The design system made every page feel like home base for its audience while providing the operational scalability Homage needed as its team and inventory expanded.

Result

The platform supported Homage’s transition from a regional favorite to a nationally recognized brand. Nearly a decade later, the same structure continues to scale with the company’s growth. The site’s UX has enabled fans to easily explore a deep product archive while giving Homage the flexibility to tell unique cultural stories. The brand’s reach has expanded dramatically, with its shirts now appearing on the sidelines of major sporting events and worn by some of the biggest names in athletics. This validates both the business success and the intentional design behind the platform.