What Shopify theme does Beardbrand use?
Beardbrand is running Split v1.0.3.6.6 [Short Game public] (v119288484838182532001780065555) on Shopify 2.0. We identified it from inline window.Shopify.theme JSON plus signature-matched CSS class prefixes.
theme detected
Live result · refreshed 2026-05-29
About Beardbrand
Founded 2012 · US
Eric Bandholz quit a finance job, grew a beard, and started filming barber-shop transformations on YouTube. The Beardbrand channel's 1.7M+ subscribers became the brand's entire customer-acquisition engine — meaningfully, with almost no paid ads. The blog + YouTube channel still drive the bulk of organic traffic over a decade later, a fact that makes Beardbrand a frequent case study for content-led DTC.
Public scale markers
Disclosed in filings, acquisitions or named press reporting — not estimates.
- 011.7M+ YouTube subscribers (organic)
- 02Bootstrapped — no external funding disclosed
- 03Founder still owner-operator after 12+ years
Notable for the theme detector
Beardbrand's stack is famously content-marketing-driven — the SEO + email side is over-invested for the brand size. Watch for content-driven traffic signals in the Schema audit (Article schema density, BlogPosting blocks).
Theme identity
- Theme name
- Split v1.0.3.6.6 [Short Game public]
- Version
- v119288484838182532001780065555
- Theme ID
- 190734664050
- Homepage template
- index
Shopify 2.0 readiness
Online Store 2.0
Yes
Sections rendered
11
Theme app extensions
0
Customisation + performance
How heavily Beardbrand's storefront has been modified on top of the base theme.
Inline scripts
48
HTML size
342 KB
TTFB
577 ms
CMP
None
What this theme + customisation reveals
Beardbrand's storefront declares "Split v1.0.3.6.6 [Short Game public]" via window.Shopify.theme JSON but the underlying CSS signatures don't match a commercial theme we track. That pattern is consistent with either (a) a fully-custom in-house theme that the team named after a project codename, or (b) a heavily-forked commercial theme where the original class prefixes have been stripped during customisation. Either way, the build effort here is meaningful.
48 inline scripts on the homepage suggests app-embed bloat — common in stacks that grew app-by-app over years.
Cross-check with the App Stack Detector to see how the apps installed interact with the theme — heavily-customised themes typically run thinner app stacks because custom code replaces app functionality.
Run live
These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Theme Detector with ?url=beardbrand.com preserved.
Open the live Theme DetectorSee Beardbrand's full storefront analysis