Dirty Billy's Hats

Dirty Billy’s Hats is a Gettysburg haberdashery run by a craftsman (Bill) and an inventory manager (Fran), specializing in historically-accurate reproduction headwear alongside modern hats. Sales ran entirely through phone calls and Facebook — no e-commerce, no easy way to update prices or inventory.

A day spent on-site with both owners surfaced two very different customer needs under one roof: modern-hat buyers wanted a fast, standard checkout experience, while historical-reproduction buyers needed education and guidance before they’d commit to a purchase. That meant designing two distinct paths rather than one generic store.

The resulting site covers 15 page types across three breakpoints, with a scalable product template, inventory tools for the owners to manage themselves, and refreshed branding throughout — replacing phone-and-Facebook sales with a production-ready e-commerce platform built to support hundreds of SKUs.