Case Study: United By Blue grows web sales and scales its ocean-cleanup mission with Shopify

United By Blue - Customer Case Study

United By Blue is a Philadelphia-based sustainable outdoor apparel brand that started by selling organic cotton t‑shirts and organizing cleanups to remove one pound of trash from oceans and waterways for every t‑shirt sold. Their challenge was scaling the business and broadening their product offering while staying true to their conservation mission and building reliable sales channels.

They grew by directly reaching out to environmentally minded customers and building strong wholesale relationships, while expanding their Shopify-powered webstore and opening a flagship store. Orders are routed by staff to either the store or a warehouse for fulfillment, enabling operational flexibility; wholesale remains the largest channel but web and flagship sales are growing rapidly, and the brand has successfully expanded its product line while continuing its cleanup mission.

United By Blue