PROKEVIN TEX — Workwear ecommerce, built honest

82 parent products. 5,473 live variations. One custom theme that holds them all together.

PROKEVIN TEX manufactures and distributes workwear, PPE and personalisable textiles for Romanian companies. They needed a storefront that handled a deep catalog without feeling overwhelming, four personalisation services (embroidery, heat transfer, screen print, DTF) without forcing customers to learn the trade, and the kind of brand voice that says "Romanian atelier" instead of "drop-shipped marketplace". We built it from scratch — a single block theme, zero page builders, no plugin sprawl.

The challenge

The original supplier catalogs shipped with 5,473 unique SKUs, every product tagged across 9 conflicting categories ("Winter" hats also tagged "Summer", "Sport & care" containing only caps, beach items mixed with workwear). Product titles were catalog codenames — "FEROX", "PANACEA", "MEDERI" — copy-pasted across every other Romanian reseller running the same suppliers. Romanian diacritics were corrupted in the feed (MĂRIME UNICĂ became M?RIME UNIC?). The brand had no online presence, no bank details on file, no shipping policy.

01 · The full scroll

The approach

We built a full-site-editing WordPress block theme — every template (header, footer, product, archive, checkout) lives in version-controlled .html files. No Gutenberg page-builder lock-in, no Elementor maintenance tax. The design system runs from a single theme.json (one source of truth for colors, fonts, spacing, radii). Custom dynamic blocks for the parts WordPress can't do cleanly — mega-menu, spotlight product, featured products grid, categories showcase, footer. Plugins limited to essentials: WooCommerce, Contact Form 7, LiteSpeed Cache, Admin Site Enhancements. The whole site weighs less than a fresh WordPress install with a marketplace theme.

The solution

Catalog & SEO

• All 82 products re-titled with search-intent Romanian (e.g. "PANTALONI DAILY" → "Pantaloni de Lucru Multi-Buzunare cu Genunchi Întăriți")
• Curated short descriptions (120–160 chars) doubling as meta descriptions
• 9 messy categories collapsed to 6 logical ones — Echipament de lucru, HORECA, Vizibilitate ridicată, Protecție cap, Eco, Genți și accesorii
• Brand sanitisation: zero supplier codes anywhere on the front-end, guarded by runtime filters in case re-imports leak them back in
• Old slugs preserved as _wp_old_slug so every shared link still works

02 · Filtering

Customer experience

• Spotlight product on homepage — a slim, hover-animated banner card with tricolor accent and "Made in workshop" badge. WP Customizer panel for the team to switch the featured product without editing code.
• Checkout: country field moved to last position, address-2 toggle in the right slot, single-border payment options, pulse "În stoc" indicator, full-bleed order summary thumbnails
• Bank transfer ("Transfer bancar") fully configured with real IBAN, branded BACS instructions on the thank-you page
• Shipping: Romania zone with "cost confirmed by phone after order" — owner-friendly until pricing is finalised

Operations

• Branded WooCommerce emails (custom email-header.php + email-footer.php override) — fir-green wordmark band, full legal entity in the footer, ANPC links
• Custom Contact Form 7 quote form with file upload, anti-spam quiz, branded Romanian auto-reply
• Custom cookie consent banner with Google Consent Mode v2 — built in 200 lines instead of 80kB of plugin
• WP Customizer panels for the team: Spotlight Product, Cookie / Analytics
• Branded order confirmation flow end-to-end

03 · Forms

The stack

WordPress (block theme, FSE)  ·  WooCommerce  ·  PHP 8.3
Contact Form 7  ·  LiteSpeed Cache  ·  Admin Site Enhancements
Pure CSS (no SCSS, no Tailwind)  ·  Vanilla JS (no framework)
Custom dynamic blocks  ·  WP Customizer  ·  WP-CLI for catalog ops

The result

The team adds new products and edits page copy directly in WordPress, without touching code. The catalog stayed fully in-house — when they need to import the 2027 supplier feed, the same import/ scripts that built this catalog will rebuild it (re-running the same SEO product optimisation, the same brand sanitisation, the same diacritic repairs). What they own is a custom theme tailored to one specific Romanian workwear business — not a templated store that thousands of others run.

Live at prokevintex.ro. Next milestone: 2027 catalog refresh and an admin dashboard for tracking which spotlight products drive the most clicks.