I started in design, then got curious about why the sites I was designing never quite worked the way the mockups promised. So I learned to build them myself, which meant learning Liquid, which meant writing my own theme because every off-the-shelf one had the same problems.

Uncharted is what came out of that. I use it on every project because I know exactly what's in it and I can fix anything in it the same day it comes up.

Most of my clients are agencies, DTC brands doing £500k to £5m, and founders who've been burned by a cheap rebuild before.