The Fashion Anchor

The Fashion Anchor sells SureStay, a disposable adhesive collar stay meant to replace the metal, magnetic or plastic stays sold in department stores. Founded by Jon Yeazel in 2012, the brand targets men who wear dress shirts, polos and blazers and want a collar that stays down without hardware. Packs run from 18.00 dollars for one pack of 36 up to 120.00 dollars for ten packs, with free domestic shipping and a money-back guarantee. Built on Shopify.

Website Design

A black ground with white type. The checkout and footer both run near-black backgrounds with white text, a darker register than the typical Shopify default and consistent with the small, technical nature of the product itself.

Lato for text, a display face for headlines. Body copy is set in Lato, a plain sans-serif, while headings use a separate display font, GT-Haptik, giving section titles more weight than the surrounding copy.

An anchor as the recurring mark. A simple line-drawn anchor sits in the footer above the company details, echoing the brand name without a wordmark logo doing the work everywhere.

Shopping Experience

A short, quantity-based lineup. Rather than variants by color or style, the product line is organized by pack count, from a single pack of 36 up to a ten-pack, so the “size” decision is really a quantity decision.

A live order summary at checkout. The right-hand summary shows the product thumbnail, pack size, subtotal and total as the shopper progresses, with shipping calculated after an address is entered.

Two express payment options up top. Express checkout offers Shop Pay in purple and PayPal in yellow ahead of the standard card fields, both set apart from the black page background by their own brand colors.

A gray Pay now button. Unlike the colorful express buttons, the final Pay now button is a neutral gray, sitting below a note about saving payment details for next time.

Brand Storytelling

The founder’s name on the product story. The description opens with Jon Yeazel by name and calls the product his answer to standard collar stays, framing the brand around one person’s fix for a specific problem.

A tagline that rules things out. The positioning line, “no metal. no magnets. just hold.”, defines the product by what it is not before saying what it is.

A guarantee stated plainly. Free domestic shipping and a money-back guarantee are both mentioned as policy points rather than being buried in a terms page.

Notable Features

A branded hashtag in the footer. The footer carries “#tfa” in its top corner, a shorthand for the brand name positioned like a small social tag rather than a slogan.

A double-slash link style. Footer utility links read “returns // terms // privacy policy”, using slashes as separators instead of the more common pipe or dot.

A full legal name and address on record. The footer states “Fashion Anchor LLC” with a Tempe, Arizona street address and email, rather than a stripped-down contact link.

The Fashion Anchor Checkout page example

The Fashion Anchor footer example