Store Teardown: What Billionaire Boys Club's Store Gets Right (and 5 Things We'd Test)

Once a month we take a streetwear store we admire, go through it the way a shopper would, and write down what's worth copying and what we'd test. No inside access and no guesses about anyone's numbers — just what anyone can see on the live store, checked on the day we wrote it.

This month: Billionaire Boys Club and ICECREAM's US store, bbcicecream.com, checked on October 20, 2026. It runs on Shopify, on a customized version of Shopify's own Dawn theme — which makes it a useful example, because most of what follows is available to any Shopify brand.

1. The menu leads with drops, not categories

Open the menu and the first thing after New Arrivals is a Collections section: collaborations and capsules, each with its own page. Shirts and hoodies come after. For a brand that releases in drops, that's the right order — the shopper who came for the new collab gets there in one tap instead of digging through Men's > Tops.

Copy this if you drop: put your current releases above your category tree, and give every collab its own page you can link from ads, email and social.

2. Labels that say why a piece matters

Product cards carry short text badges like "Designed in Japan", "US Exclusive" and "Premiered at ComplexCon". That's better than the usual "New" or "Hot": each one gives a reason the piece is special, which is exactly what a streetwear buyer is weighing.

Copy this: replace generic badges with ones that carry a fact — where it debuted, how many were made, whether it comes back.

3. One decision per product page

Each colorway is its own product, so on the product page the only real choice is size. The empty color option stays hidden. Filters on collection pages still let shoppers narrow by brand, collab, size, availability and color.

This matches the strongest pattern we see across apparel stores: when size is the only decision on the page, fewer people get stuck. Two-option pickers (color by size) are where shoppers hesitate.

4. Real measurements and a cross-sell under the button

The size chart is product-specific — chest, length and sleeve in inches or centimeters, plus a size calculator — rather than one generic chart for the whole store. Directly under the add-to-cart button sits a "You may also like" row with its own size picker and add button, and on phones a sticky bar keeps "Add to cart" on screen as you scroll.

The cart is a drawer with a free-shipping progress bar at $200, which turns the threshold into something the shopper can see themselves closing in on.

Five things we'd test

Nothing below is a criticism of the brand — it's what we would put in front of real shoppers as an experiment, based on patterns that have held up across apparel stores.

Make size the first click. On the three product pages we checked, size S was pre-selected and "Add to cart" was live before the shopper chose anything. We'd test starting with no size selected and a button that reads "Select a size" until one is picked — it names the missing decision instead of risking a wrong-size order.

Put the size chart on the size row. Today "Size chart" sits below the button, after the description. We'd move it next to the sizes, where the question comes up, and add a line on fit and the model's size — especially on tees, which had no fit note.

Fuller galleries on new releases. The hoodie we checked had 11 photos; the tee and the work jacket had 2 each. Across the in-stock catalog the median was 4. We'd test bringing new releases to eight or more images, including on-body and detail shots.

Faster checkout and a smaller number. There was no Shop Pay or PayPal button under add-to-cart and no pay-over-time price. For a $250 hoodie, we'd test both: express checkout for returning customers, and a per-month figure beside the price.

Concrete delivery dates, fewer things on top of the button. Shipping reads "calculated at checkout". We'd test an estimated delivery date on the product page. On a narrow screen we also saw three floating elements at once — the sticky add-to-cart bar, an email signup tab sitting over the product name, and a chat bubble — so we'd test moving the signup tab off the buy bar.

The takeaway for smaller brands

Almost everything BBC does well here is available on Shopify's free Dawn theme plus a few apps: drop-first navigation, meaningful badges, one-decision product pages, product-specific size charts and a cross-sell under the button. You don't need a big brand's budget to copy the structure — you need to decide the order things appear in.

Want this done for your store? Every free audit we send is a teardown like this one, written for your site.