Mays Growth Partners
← All work · Case story · Launched July 2026
Streetwear · Bay Area, CaliforniaA founder-run streetwear label with real garments, a real store, and co-signs most brands would kill for, selling through a page that made it all look like a hobby. This is the story of a full rebuild.
Pieces of My Soul, POMS to the people who wear it, is a streetwear label built around one idea: turning pain into joy, one piece at a time. The broken heart on every garment is not decoration. It is the founder's story of healing, stitched into letterman jackets, tracksuits, hoodies, and one-of-one drops, and sold from a storefront in the Bay Area.
The clothes had already earned their audience. Pieces had been worn around West Coast hip hop royalty, the brand's Instagram had a loyal following, and customers kept coming back. The label was real. The store selling it online was not keeping up.
The old store lived on a borrowed subdomain instead of an address of its own. More than half the products on the page were marked sold out, so the first impression was a wall of things you could not buy. Several pieces were shown as flat 2D mockups instead of the real garments people were wearing in the street. There was no brand story anywhere: no broken heart explained, no founder, no reason to care.
None of that was a product problem. It was a presentation problem, and presentation is what a customer judges in the first five seconds.
We rebuilt the store from the domain up. Same soul, whole new story: the old page and the new site back to back, with the brand film and the Snoop Dogg feature playing right on the homepage.
Left to right: the old Big Cartel page, then piecesofmysoul.com as it is live today.
A home of its own. We secured piecesofmysoul.com and moved the brand off the borrowed subdomain, then built a storefront around the POMS identity: the broken heart mark, bold streetwear type, and a dark editorial look that opens with a brand film instead of a product grid.
A catalog that sells. Every piece was rebuilt with consistent studio photography, front and back, including the sold-out classics, which now live as a proper archive instead of dead listings. Current pieces carry accurate pricing, sale flags, full size runs, and per-color photos.
The founder's real photos, upgraded. Customer and store photos were enhanced to 4K without altering a stitch of the garments, including the brand's signature chain portrait, converted to black and white with only the gold POMS chain left in color.
A relaunch beyond the website. The store now anchors a full brand system: two vertical brand films, an Instagram relaunch kit with posting guidelines and a ready-to-post media library, and groundwork for the business behind the brand.
piecesofmysoul.com went live in July 2026. The homepage now tells the story behind the name, walks visitors from new arrivals to the archive, captures emails with a first-order offer, and showcases the community wearing POMS, including the brand's Snoop Dogg moment, front and center where it belongs.
The label that used to whisper online now sounds like it does in person. That is the whole job: not changing the brand, just letting it be seen.
Same soul. Whole new story.
If your online store is selling your work short, make us an offer on a rebuild. You set the number, and you get a straight answer within one business day.