Joov

About this site

eCommerce website for an extreme sports brand.

We’ve been waiting a long time to launch our first site with Etch. Delighted to say we’re finally here: joov.co.uk — a full WooCommerce store, built in Etch.

And yes, we know Woo isn’t officially supported yet. We went in eyes open.

The honest bit: there are quirks. Editing Woo templates in Etch takes some patience and custom work, and there’s a learning curve figuring out where Etch ends and Woo’s own markup begins. All 100% expected at this stage — none of it was a blocker. We built a custom sticky add-to-cart bar, per-variant image galleries with a full-screen viewer, and a full category restructure, and there wasn’t a single thing we couldn’t do.

The bigger bit: after years in Bricks, Etch is a breath of fresh air. It’s fast. It’s clean. It’s flexible. The output is markup I’m actually happy to hand over and maintain, which I can’t say for everything we’ve shipped in the past.

Huge credit to the team — building this while Woo support is still on the roadmap says a lot about how solid the foundations already are. Happy to answer anything about the Woo side for anyone else eyeing it up: what worked, what fought back, how we got round it.

AI. Etch. 2026. What a time to be alive.

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