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Case Study: Young & Reckless achieves 10x online sales growth with Shopify Plus
A Shopify Case Study
The Multi-Channel Menace: Young & Reckless, YouTube, & Mastering Customer Engagement
Young & Reckless, the streetwear brand founded by Chris Pfaff out of skate and MTV culture, faced the challenge of turning strong wholesale and social buzz into a scalable direct-to-consumer ecommerce business. The company needed to unify multiple channels, improve customer engagement beyond passive social posts, manage returns and fulfillment as sales shifted online, and materially lift conversion and average order value.
The team moved onto Shopify Plus and built a customized tech stack (including Returnly and Recart), doubled down on content-driven channels like YouTube, leaned into Instagram ads and influencer partnerships, and prioritized a generous, hassle-free returns experience. The result: online revenue set to reach $10–12M, year-over-year online revenue doubling, conversion rate up 24%, average order value up 15%, a low 5% return rate, and strong social ROAS (3x on Instagram).
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Young & Reckless
Nate Harvey
Ecommerce Director