Stand out: one customizer’s story

The topic of sneakers is close to each of us. And this is no coincidence. This is an item of clothing that can withstand any kind of hardship: a hip-hop dance class in Moscow, your work as a lumberjack in Alaska, the everyday life of a track lineman in Nizhnevartovsk. Or they’ll just be a colorful accent to your lotd (look of the day, ed.) in Manhattan . The world of snicker culture is much broader than most of us realize. One of today’s trends is the customization of shoes.

Anastasia Nedelyaeva

Anastasia Nedelyaeva

customizer, designer, model

About how much time is spent on coloring and where to look for inspiration.

– What kinds of customization are there in general?
– Painting, changing the color of sneakers completely, re-stitching models, replacing some parts or adding them.

Customization is the process of creating an individual design from a mass product. As a rule, for this purpose, sneakers made of smooth leather with an extensive surface on which you can apply a drawing are used. However, today customization is not only applied to shoes – you can add a pattern or details to T-shirts, jackets, bags – this is also customization.

– How did it all start? How did you come up with the idea to customize your first pair of sneakers?
– It was simple, like a refresher course. After getting my hand at painting clothes, I moved on to customizing shoes. I learned from American colleagues from YouTube videos, because it was 2014 and we couldn’t find any information. All Russian “kastom” back then was based on painting clothes.

– Why did you decide to continue?
– Because it became a way to earn money.

– Did you think about giving up everything and doing something else?
– Of course, that’s what I’m thinking right now. Soon the huge success of customizing will be over, and I’ll have to get out of it in time. But this business will remain as a hobby.

What’s your fastest sneaker and your longest sneaker?
– I can make sneakers in an hour. When I worked for adidas, each pair took no more than an hour. As for the “longest”, customization is a creative process, so sometimes you don’t get to work because you’re not in the right mood. I explain this situation with one phrase: “I’ll do it in an hour during the week”.

– Are there any dream sneakers you want to redesign?
– No, nothing even crosses my mind. Because custom is a symbiosis of shapes and an interesting idea. So I don’t single out any particular pair.

If you take rare snickers and customize them, will their price go up or come down?
– Of course it goes up if the artist has a name. In other cases, it’s a matter of luck.

How often do you have to buy paint?
– About paint, I can only say that I buy white paint very often.

– Where and how do you find inspiration?
– The work of other customizers, fashion trends, interesting paintings – it inspires me.

– What is your favorite shoe brand?
– I don’t have a favorite brand, but right now I have more Puma sneakers.

What are your plans for the rest of your 21st year?
– Well there are two ways: either to develop further in this subject and learn how to re-stitch sneakers, for example, or to study another business.

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