Famous Shopify Stores and the Themes They Actually Use
Real scan results for 49 big Shopify brands: which run Dawn or Prestige, which built custom themes, and which went headless.
Article Summary: Most famous Shopify brands don't use an off the shelf theme. In our scan of 49 well known stores, 19 ran custom themes, 13 were headless with no theme exposed, 6 ran edited copies of Theme Store themes and 5 used Theme Store themes as published, led by Dawn and Prestige.
- 19 of 49 famous Shopify brands ran a custom theme built only for them, including Glossier, Allbirds and Liquid Death.
- 11 stores showed signs of Shopify Hydrogen, Shopify's framework for headless storefronts.
- Dawn, Shopify's free theme, was the most common Theme Store theme, found on 5 stores in original or edited form.
- Netflix's and Mattel's stores share the same agency starter theme, SDG Shopify Skeleton.
Lists of "the best Shopify stores and their themes" are everywhere, and many repeat each other's guesses. We wanted real answers, so we ran 49 well known Shopify brands through Any Theme Detector and recorded exactly what each storefront reports about its theme.
Scanned with Any Theme Detector on November 1, 2026. Sites change their themes, so run a fresh check for the latest result.
The short version
Big brands mostly build their own. Of the 49 stores:
| What we found | Stores | Examples |
|---|---|---|
| Custom theme made for the brand | 19 | Glossier, Allbirds, Liquid Death, Feastables |
| No theme exposed (mostly headless) | 13 | SKIMS, Fashion Nova, Mejuri, Ruggable |
| Edited copy of a Theme Store theme | 6 | Death Wish Coffee, Brooklinen, Stanley, Studs |
| Third party or unrecognized theme | 6 | Gymshark, Kith, Rothy's, Ridge |
| Theme Store theme as published | 5 | Cotopaxi, Mast, Hardgraft, Salt and Stone |
Every store we scanned
Each row links to a live check, so you can see today's result rather than ours.
| Website | Theme | Version | Type | Notable tech |
|---|---|---|---|---|
| allbirds.com | allbirds-theme | 1.231.12 | Custom build | Google Tag Manager, Microsoft Clarity, Attentive |
| aloyoga.com | Production (refs/tags/re) | 21Oct 20:40 (2ae2194) | Custom build | Google Tag Manager, Attentive, Adobe Fonts |
| blueland.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Google Tag Manager, Google Fonts |
| bokksu.com | Expanse | 4.3.4 | Customized store theme | jQuery, Alpine.js, Google Tag Manager |
| brooklinen.com | Dawn | 7.0.0 | Customized store theme | Google Analytics, Attentive, Yotpo |
| burrow.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Segment, Shop Pay |
| chamberlaincoffee.com | Not exposed | n/a | Not exposed (often headless) | Remix, Shopify Hydrogen, Google Tag Manager |
| chubbiesshorts.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Alpine.js, Google Tag Manager |
| colourpop.com | Colourpop | 3.10.0 | Custom build | Google Tag Manager, Microsoft Clarity, Klaviyo |
| cotopaxi.com | Dawn | 2.0.0 | Theme Store theme | jQuery, Google Analytics, Google Tag Manager |
| deathwishcoffee.com | Dawn | 10.0.0 | Customized store theme | jQuery, Google Tag Manager, Klaviyo |
| drinkolipop.com | Olipop | 1.0 | Custom build | Microsoft Clarity, Klaviyo, Rebuy |
| drsquatch.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Alpine.js, Google Analytics |
| fashionnova.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Klarna |
| feastables.com | Feastables | 2.0.0 | Custom build | Tailwind CSS, Alpine.js, TikTok Pixel |
| fentybeauty.com | Fenty Theme | 1.10.0 | Custom build | Tailwind CSS, Alpine.js, Google Tag Manager |
| ghostenergy.com | DRINKGHOST x Sparky | 1.16.0 | Custom build | Klaviyo |
| glossier.com | Glossier | 3.54.0 | Custom build | Klaviyo, Yotpo, Recharge |
| goodeeworld.com | Symmetry | 8.3.0 | Theme Store theme | Klaviyo, Yotpo, Gorgias |
| gymshark.com | GS2 | 1.33.0 | Custom build | None visible |
| hardgraft.com | Broadcast | 8.0.0 | Theme Store theme | Adobe Fonts |
| harrys.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Google Tag Manager, Adobe Fonts |
| kith.com | SEED | 1.0.0 | Custom build | Klaviyo, Searchanise, Gorgias |
| kyliecosmetics.com | KYLIE | 9dbf95a | Custom build | Vue.js, Google Tag Manager, Klaviyo |
| liquiddeath.com | Liquid Death | 2.4.0 | Custom build | Klaviyo, Yotpo, Rebuy |
| magicspoon.com | magicspoon-shopify/MAIN | n/a | Custom build | jQuery, Klaviyo, Attentive |
| mastbrothers.com | Prestige | 10.10.1 | Theme Store theme | Klaviyo, Adobe Fonts |
| mejuri.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Google Tag Manager, Postscript |
| mvmt.com | Prestige | 11.3.0 | Customized store theme | Google Tag Manager, Yotpo, OneTrust |
| netflix.shop | SDG Shopify Skeleton | 1.10.0 | Custom build | Alpine.js, Klaviyo, Judge.me |
| nomadgoods.com | Not exposed | n/a | Not exposed (often headless) | Remix, Shopify Hydrogen |
| outdoorvoices.com | Outdoor Voices Theme | 0.1.0 | Custom build | Google Tag Manager, Microsoft Clarity, Klaviyo |
| peakdesign.com | Not exposed | n/a | Not exposed (often headless) | Remix, Shopify Hydrogen |
| puravidabracelets.com | Pura Vida | 1.0.0 | Custom build | Google Tag Manager, Microsoft Clarity, Klaviyo |
| rhodeskin.com | Rhode | 1.0.0 | Custom build | jQuery, Google Analytics, Google Tag Manager |
| ridge.com | Shiro | 1.0.0 | Custom build | Alpine.js, Google Tag Manager, Klaviyo |
| rothys.com | DNA | 26.10.22 | Custom build | Tailwind CSS, Google Tag Manager, Segment |
| ruggable.com | Not exposed | n/a | Not exposed (often headless) | Next.js, Google Tag Manager |
| saltandstone.com | Dawn | 9.0.0 | Theme Store theme | Alpine.js, Google Analytics, Google Tag Manager |
| shop.mattel.com | SDG Shopify Skeleton | 1.10.0 | Custom build | Google Tag Manager, Klaviyo, Google Fonts |
| skims.com | Not exposed | n/a | Not exposed (often headless) | Shopify Hydrogen, Algolia, OneTrust |
| skullcandy.com | Conflagaration | 0.5 | Custom build | Bootstrap, jQuery, Klaviyo |
| stanley1913.com | Dawn | 10.27.2026.h2 | Customized store theme | Google Tag Manager, Klaviyo, Yotpo |
| studs.com | Horizon | 4.1.1 | Customized store theme | Microsoft Clarity, Klaviyo, Zendesk |
| summerfridays.com | Summer Fridays by AW | 2022-09-30-1 | Custom build | Alpine.js, Google Analytics, Microsoft Clarity |
| taylorstitch.com | Taylor Stitch Retail Web | 21.x | Custom build | Klaviyo, Yotpo, Stamped |
| tentree.com | Shopify Theme Lab | 1.0.0 | Custom build | Google Tag Manager, Klaviyo, Attentive |
| trueclassictees.com | True Classic Custom Theme | 2.5.1 | Custom build | Alpine.js, Google Tag Manager, Microsoft Clarity |
| vuoriclothing.com | Not exposed | n/a | Not exposed (often headless) | Next.js, Google Tag Manager, Yotpo |
Theme Store themes are alive and well
Eleven stores run a Theme Store theme, either as published or edited, and the names will be familiar to anyone shopping for a theme.
Dawn, Shopify's free default theme, appears five times: Cotopaxi and Salt and Stone run it straight from the Theme Store, while Death Wish Coffee, Brooklinen and Stanley run edited copies. That is a useful reminder that a free theme can carry a serious brand.
Prestige shows up twice, at Mast and at MVMT. It is a premium theme built for fashion and luxury, and both stores lean on its large imagery and calm layouts.
Hardgraft uses Broadcast, Goodee uses Symmetry, Bokksu runs a copy of Expanse, and Studs runs a copy of Horizon, one of Shopify's newer free themes.
Custom themes dominate at the top
Nineteen brands run themes made only for them. You can usually tell from the theme's internal name: Glossier's theme is called Glossier, Liquid Death's is Liquid Death, and Alo Yoga's is a deployment label rather than a name at all. Our guide to Shopify theme names explains how to read these labels.
One detail stood out. The Netflix and Mattel stores both run a theme called "SDG Shopify Skeleton", the same starter theme from the same agency. Big brands often share a builder even when their stores look nothing alike.
Thirteen stores have no theme at all
SKIMS, Fashion Nova, Mejuri, Ruggable and nine others returned Shopify signals but no theme record. In most of these cases the brand runs a headless storefront: Shopify handles products and checkout, while a separate app renders the pages. We saw signs of Hydrogen, Shopify's own headless framework, on 11 of the 49 stores.
There is nothing to copy in a headless build, but the takeaway is still useful: at a certain size, brands want full control over speed and design, and Shopify supports that without leaving the platform.
What this means if you are starting a store
You don't need a custom theme to look like a big brand. Several of the stores above run Dawn or Prestige, and the custom builds mostly use the same building blocks: big photography, sticky add to cart buttons, reviews and clear navigation. Start with a Theme Store theme, then spend your budget on photography and copy.
Start your own Shopify storeStart with a free trial. Partner link.How we ran this scan
We checked each store's home page with the same engine that powers the detector. A store counts as Shopify only when several signals agree, such as its theme record, Shopify asset paths and response headers. Theme names come from the store's own theme record and are matched to the Theme Store where possible. Stores change themes often, so every row links to a live check.
Frequently asked questions
What Shopify theme do most big brands use?
In our scan, most big brands used custom themes or headless storefronts. Among Theme Store themes, Dawn was the most common, followed by Prestige.
Which famous stores use the Dawn theme?
Cotopaxi and Salt and Stone ran Dawn as published, and Death Wish Coffee, Brooklinen and Stanley ran edited copies of it when we scanned them.
Why can't I find the theme for SKIMS or Fashion Nova?
They showed no Shopify theme record, which usually means a headless storefront built with a framework such as Hydrogen. There is no theme to buy in that setup.
Can I buy the same theme as Glossier or Allbirds?
No. Both run custom themes made for their brands. You can get a similar look with a Theme Store theme and your own design choices.
Keep reading
ShopifyShopify Theme Names Explained: Store IDs, Schema Names and Custom BuildsThe three fields that decide what a Shopify theme is really called, and how to spot Theme Store themes, edited copies and custom builds.
ShopifyHow to Find Which Apps a Shopify Store Is UsingHow to read the apps a Shopify store loads, and which ones top brands use most, from Klaviyo to Yotpo and Rebuy.
ShopifyHow to Find Out What Shopify Theme a Store Is UsingThree reliable ways to identify any Shopify theme, including renamed and customized themes that fool most detectors.