How to contact us
We’re here to give you easy to understand, honest and sensible advice on websites and apps and all that digital marketing stuff we do, so don’t be shy – get in touch and let us know about your digital goals.
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A note from Identify Digital
Passenger Clothing
Hi Jon,
I'll be straight — this is a cold approach. We work with UK Shopify stores as a retained development team.
I came across Passenger while looking at UK outdoor clothing brands and put this page together to show what we actually noticed — rather than just emailing you out of nowhere.
What we found — The brand
You've built a genuinely well-loved outdoor brand with an impressive review track record
Founded 2012, responsible outdoor clothing and gear rooted in nature, sustainability and wellbeing. Over 49,000 Trustpilot reviews at 4.6 stars — that's not a number you stumble into. The review summary says it all: high quality, durability, great craftsmanship, efficient delivery. You've clearly built strong word of mouth.
The positioning is strong too — sustainability and responsible sourcing resonate with the outdoor market in a way that's hard to fake, and your customers clearly feel it.
Est. 2012
New Milton, Hampshire
Trustpilot 4.6 · 49,000+ reviews
Responsible outdoor clothing & gear
Something we noticed — Dev resource
The store is functional — but the ongoing dev work probably isn't getting done fast enough
With 49,000 reviews and a growing product range, you're clearly at a stage where the Shopify store needs consistent attention — filtering improvements, collection page optimisation, content integrations for your sustainability story, performance tweaks, new features. That kind of ongoing work rarely gets done quickly when dev is project-based or reactive.
The Reddit community mentions some quality consistency feedback on certain products — the kind of thing a well-maintained product page structure and review integration could help manage proactively on the storefront.
"Good fit soft and comfy — I always find Passenger clothing lasts and I am very pleased with all my purchases so far."
— Trustpilot review, February 2026 · View reviews
A question — Sustainability content
Is your responsible sourcing story fully integrated into the product pages?
Your brand purpose — responsible, sustainable, rooted in nature — is your main differentiator. But on many Shopify stores at your scale, that story lives on a separate About or Impact page rather than being integrated into product pages, collection filtering and checkout. Fixing that tends to improve both conversion and returns.
Positive — Right stage, right fit
Big enough to have ongoing dev needs, lean enough to benefit from a dedicated partner
You're not at a scale where an in-house dev team makes sense, but you're clearly at a scale where ad hoc dev creates friction. A retained team that knows your store inside out — and is there when you need something — is the gap we fill.
What we typically handle on retainer
- Collection page filtering and search improvements
- Product page optimisation — sustainability badges, material details, care guides
- Review platform integration and display improvements
- Performance and Core Web Vitals work
- New feature development — loyalty schemes, gift cards, subscription options
- Shopify app integration and configuration
About us
How we work
We're Identify Digital, based in Wakefield. We work with UK Shopify stores on a monthly retainer — we learn your store, we're available when things need doing, and we get things done without the back-and-forth of project briefs and quotes. We start with a free dev taster: a small fix or improvement from your list, no cost, so you can see how we work before committing to anything.
If this sounds useful, the easiest next step is a quick call.
Book a call with Liam Or reply directly to the email that brought you here.
Rated
Based on 83 stellar reviews
Based on 83 stellar reviews
