Elliot Jay Stocks is a designer, speaker, and author. He is the Creative Director of Adobe Typekit, the founder of typography magazine 8 Faces, one half of Viewport Industries, and an electronic musician.

Introducing WooThemes; or, How you can own my WordPress theme designs

Posted on 09 July 2008 31 comments

Article illustration for Introducing WooThemes; or, How you can own my WordPress theme designs

Today sees the launch of WooThemes, a project that offers a whole new world of ‘premium’ WordPress themes. Instead of paying for individual themes, you can subscribe to the WooThemes Club and receive every single theme we release over the course of your subscription, including the entire back catalogue. Behind all this is the team from the Premium News Themes – WordPress ‘rockstar’ Adii, Mark Forrester, and Magnus Jepson – and now me.

The first theme I’ve designed as part of the WooThemes collective is called ProudFolio, and was created with designers, photographers, and artists in mind. It puts a massive emphasis on the portfolio pieces, allowing for decent-sized thumbnails, huge fullscreen views via Lightbox, and full details on the ‘single’ page. The theme file also contains a choice of three different background images and colour schemes.

Article illustration for Introducing WooThemes; or, How you can own my WordPress theme designs

The coolest thing, though (thanks to coding by Adii) is that the portfolio items and regular blog entries are all still ‘posts’; their look and behaviour is simply defined by specifying the category ‘portfolio’ or ‘blog’. This means that every time you post a new portfolio item, it’ll show up in your RSS feed, and you get to harness the power of the ‘post’, which is a little more flexible than a ‘page’.

If you want to know the nitty gritty, here you go:

  • Join the club and get 1 – 2 new themes every month… guaranteed

  • At least 1 theme designed by me every 2 months… guaranteed

  • Access to our entire catalogue of themes to date

  • The highest quality Wordpress themes on the market

  • A 3 month subscription starting at just $150

Marketing aside, this is a project I really believe in, and one I believe is genuinely beneficial to subscribers. So head over to WooThemes now and sign up! If you have any comments about Proudfolio or any suggestions for new themes / features, please let me know in the comments below.


  1. Adii


    09 July 2008 @ 09:53PM #

    You know what else is guaranteed bud? :) That with your absolute design genius involved, WooThemes will continue to push out the most breathtaking WP themes available.

    It is great to have you on board bro (been a long time coming – think I first contacted you in March hehe) and I know that your design skills will just compliment the design & dev skills that Mark, Magnus and myself already bring to the table.

  2. Epic Alex

    Epic Alex

    09 July 2008 @ 10:40PM #

    This looks like a brilliant project, the themes there so far look brilliant, and with all you guys behind it, I’m sure it’ll be a success.

    Good Luck

  3. Davin


    09 July 2008 @ 10:41PM #

    Any plans for rolling out to Moveable Type as well?

  4. johno


    09 July 2008 @ 11:08PM #

    How come I haven’t heard of this before? I’ve been looking for a great — not simply a good — theme for a site I’m building for a friend (last one!), and I’ve just found the perfect theme over at Woo. Absolutely stunning. There’s a lot of crap around (even when it comes to the so-called “premium” themes. Many thanks; I shall spread the word, sir.

  5. Dave Child

    Dave Child

    09 July 2008 @ 11:31PM #

    Will the themes be available to buy as singletons for those who only want one specific one?

  6. Sherwin Techico

    Sherwin Techico

    09 July 2008 @ 11:40PM #

    Congrats on the release. Good luck with it.

  7. Magnus Jepson

    Magnus Jepson

    10 July 2008 @ 12:00AM #

    Great to be working with you Elliot. I’m sure you will bring diversity to our team and take WP themes to new places.

  8. adelle


    10 July 2008 @ 05:10AM #

    Great job on ProudFolio – it is beautiful and as soon as I saw it – I knew it was your “style”. Good luck with it – woothemes is going to be awesome!

  9. a friend

    a friend

    10 July 2008 @ 02:23PM #

    Sorry about the anonymus name but i have to say something. I respect you and your work, but getting in the same team with adii, who brags about his themes and calls himself rockstar. His blog has 10 original posts, the others are just to write something on the blog about the same stuff. Dude, elliot, i know you’ve went back to freelancing, but getting in this team won’t give you too much self pride. Think about what i’ve said. Take care.

  10. Adii


    10 July 2008 @ 02:41PM #

    @a friend – You know what I’ve learned since starting out as a freelancer? Never to trust anything that someone posts anonymously… I might call myself a rockstar and I might (sometimes overly) proud of my work, but at least I have the balls to put my name to anything I do online. Take responsibility for a comment like that and grow up.

  11. Elliot Jay Stocks

    Elliot Jay Stocks

    10 July 2008 @ 04:04PM #

    Thanks everyone!

    @ Davin: I wouldn’t rule it out. It’s a possibility.

    @ Johno: Thanks man! Which theme did you go for? Or should I not ask…? ;)

    @ Dave Child: You can still buy themes individually, but the subscription is usually the best option: For $150 (for a 3 month single-user subscription) you get access to the entire themes back catalogue (currently 10), plus 3 – 6 new themes released over the 3 months of your subscription. That’s potentially 16 themes for just over the price of what you’d pay for one. This is why I think the subscription model is a much better deal for customers than the previous one.

    @ A friend: While I appreciate at least some of your sentiment (about trying to help me out), I’m not sure why you think that collaborating with Adii is such a bad idea. He’s done loads for the WP community, he’s a great developer, he has some of the soundest business ideas I’ve come across, and he also happens to be a super nice guy. His ‘rockstar’ self-branding is pretty tongue-in-cheek (at least I’ve always interpreted it that way) and if you don’t like his blog… don’t read it. ;) The thing that confused me most, though, was your comment about how “getting in this team won’t give [me] too much self pride.” Why not?

  12. Adii


    10 July 2008 @ 05:00PM #

    Thanks for backing me up bud! :) And obviously the rockstar “act” is all tongue-in-cheek and all about creating a brand personality.

  13. Mark Forrester

    Mark Forrester

    10 July 2008 @ 05:30PM #

    @Dave Child: Just to clear things up you can in fact buy a single license for just one theme. A single license costs $70 whilst a developer’s license will cost you $150.

    As Elliot points out though the subscription package works out far more beneficial though. You do have the option of both though :)

  14. Elliot Jay Stocks

    Elliot Jay Stocks

    10 July 2008 @ 05:38PM #

    @ Mark Forrester: Thanks for clarifying, man! I’ll edit my comment to prevent any further confusion. :)

  15. Celso Soares

    Celso Soares

    10 July 2008 @ 06:07PM #

    Half of me thinks this is brilliant and I wish I had thought of it first, the other half thinks, as a designer, themes are a bit demeaning to my profession..and as a client, why would people want to have a website that looks like someone else’s?

    Nevertheless, I’m sure this will be a success. The theme looks cool btw.



    10 July 2008 @ 06:33PM #

    can you tell me how did you add the “recent reads” and “last.fm” to your wordpress?

  17. Jauhari


    10 July 2008 @ 06:57PM #

    Wow, wonderful themes. Just Perfect ;)

  18. Susan


    10 July 2008 @ 09:55PM #

    Good luck with the release! :)

  19. johno


    11 July 2008 @ 12:21AM #

    @Celso Soares
    I used to share those sentiments. However, when a theme is well-coded and well-designed, it’s pretty easy to “make it your own”—a few tweaks to the style sheet (colour scheme change, a different masthead image—that kind of thing); and it looks tailor made. With a good theme, all the hard work has been done. I’ve used them in the past, and I’m pretty sure that no-one would recognise those sites as published themes. I think in terms pecuniary: $150 to buy a theme that saves me many hours of work (hours that could be earning me a darn sight more than $150).

    And, no, Mr Stocks did not pay me to write about the above :)

  20. Markus


    11 July 2008 @ 02:32AM #

    Man, it seems to me that you take a deep look at the YOOtheme website… Its a Joomla template club since 2007. You copied the name and typo of themes…

  21. Josh Harbaugh

    Josh Harbaugh

    11 July 2008 @ 09:33AM #

    Very nice themes so far. I look forward to more being released.

    On a side note, Elliot, I enjoyed your recent interview on Boagworld. I always enjoy hearing about how freelancers get their starts, and what they do to keep afloat.

  22. Riccardo


    11 July 2008 @ 03:43PM #

    Hello Elliot,

    Many compliments for your recent interview on bloagworld. I very enjoyed listen it :)
    I’m following your tutorials very often ;)

    I really like your new woothemes business with the other guys…excellent idea…

    Anyway, please consent me a critic, I hope you don’t mind this…
    well, knowing you are an amazing designer, I think the background in http://www.woothemes.com/demo/proudfolio/ looks kind of not good photoshopped for me…
    Also, I don’t think the dotted border-bottom for the a:hover Latest Projects works for me. There’s a jumping after this of 1px maybe.

    Can I know what do you think about it?

    Thanks EJS -u rock ;)


  23. Ryan


    12 July 2008 @ 03:33AM #

    Hey Elliot,

    Looks great mate. Well done!


  24. Chris


    12 July 2008 @ 11:47PM #

    Now I can see why you’ve been so impossible to reach. Great stuff and good luck.

  25. kevadamson


    13 July 2008 @ 04:13AM #

    Good job. Some nice stuff on there :)

    Quick point: I love the ‘Next’ and ‘Prev’ jQuery functionality on the site home page and on the Vibrant CMS example.

    My only concern is that it doesn’t work / degrade gracefully with JS disabled. Now I’m aware that there is only, what, 2% of web users that don’t have JS enabled, but as it is quite a prominent area above the fold, t’would be nice if it was 100% non-obtrusive.

    Perhaps a solution would be to have them display at random on refresh if JS is disabled??

    Anyways, good luck with the project compadre :)

  26. Erica Johansson

    Erica Johansson

    13 July 2008 @ 05:06AM #

    Hi Elliot,

    I just stumbled upon this site by chance and have to say I love your new Woo themes. Have had a free Wordpress blog for over a year and think it’s time I make my blog more professionally looking.

    Have a few questions regarding the Fresh News Time:
    1. Is it possible to import all blog posts and comments from my old blog?
    2. Can I have more than the intended 6 ad spaces? For example, display ads instead of the video and aside categories.
    3. Can the Colour Schemes title at the end be used as a Blogroll? Or can I only display links on a page?
    4. The Available colour schemes box is obviously not included in the package, but can I make my own box with a very short bio on that same spot?

    I’m really new to this, so I’d be more than happy if you (or someone else who happens to read this) can help.


  27. Mike Smith - Blog Theme Machine

    Mike Smith - Blog Theme Machine

    15 July 2008 @ 12:44AM #

    Hi Elliot – awesome work there. The theme you did reminds me of this blog kind of with the background :) Definitely a good idea for a site/service.

  28. Jonathan


    15 July 2008 @ 06:37PM #

    AH! Proudfolio looks like a combination of designs of Typesites.com and ElliotJayStocks.com

  29. Elliot Jay Stocks

    Elliot Jay Stocks

    15 July 2008 @ 07:57PM #

    @ Paris Young: These were hard-coded into the HTML and not really integrate into the WP theme, I’m afraid.

    @ Johno: Thanks for the support! hands Johno ¥10,000 ;)

    @ Ryan: Thanks man! I have fond memories of discussing premium WP themes with you whilst walking through sunny Miami! :)

    @ Kev Adamson: Cheers – that’s a good suggestion. I’ll pass it on to Mark, who designed and built the site.

    @ Erica Johansson: The answer to your first question is yes – that’s something you can do in the Wordpress admin regardless of the theme. With regards to your Fresh News questions, you’ll probably be able to find the answer here. Cheers!

  30. a friend

    a friend

    26 July 2008 @ 07:38PM #

    @adii: i know how you started out. You were great at the beginning mate. You put passion in your work. I always see the passion a man puts in his work. I’m sorry to say I’m failing to see the passion you once had. I posted anonymously because i don’t want to start a riot over this. Adii please get your passion back. Take a vacation, relax, and afterwords strive for perfection or at least try to achieve it as you once had. And stop with the: " (sometimes overly) " let other people talk about your work.

    @Elliot: Sorry for the anonymous comment. Respect and all the best.

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