Customize Your Perfect Footwear With Shoes of Prey
The perfect pair of shoes are hard to find. But Shoes of Prey has attempted to take the hassle out of the process with customizable designs that can be rendered online before purchase — giving shoppers the control to choose everything from the materials and their finishes to the heel height.
At New York Fashion Week, Shoes of Prey partnered with womenswear designer and CFDA finalist TOME at New York Arts Live. The companies together debuted a new shoe style, made specifically for the presentation. The stiletto pump, a style with skinny ankle and toe straps, was immediately available on the Shoes of Prey site for shoppers to buy at $279 or to customize and make their own.
The partnership was a first for both designers, but a natural fit. Using technology in an innovative way, fusing it seamlessly with fashion, TOME and Shoes of Prey created the stiletto pump with minimal straps wrapped in variations of tan snakeskin. With the collection’s mixed materials like taffeta and chiffon shown with leathers and plastics in a muted palette, the shoe’s minimal design and snakeskin details paired flawlessly.
The Australian brand, which started in 2009 as the first customizable women’s shoe brand launched on a global scale, has helped shoppers create over a trillion designs on its website and has produced over a million shoes. Women’s shoes run up to size 15 and are priced starting at $70.
For Jodie Fox, co-founder of Shoes of Prey, this collaboration with TOME was a win. “I was extremely excited to collaborate with TOME for their New York Fashion Week presentation,” Fox said. “Creating shoes to perfectly complement their fantastic collection was an honor, and truly illustrates the vast design capacity that Shoes of Prey has to offer.”
The brands worked together to create something perfect for them both— a process that is realized on a smaller scale with each of Shoes of Prey’s online customers. Despite running a growing company, Fox enjoys being in the middle of everything — managing to find time to design all of the base shoe models and source all of the materials herself.
Another frustration of online shopping comes from not being able to hold and feel the product in a physical space. “Of course we’re always striving to depict our designs as accurately as we can,” Fox said. “But one of the hardest things for people to see online is how the materials and colors render on the screen.” In light of that, a detail that sets Shoes of Prey’s business model apart is a forgiving return policy — something rare in custom markets. If a customer receives a pair of shoes she isn’t happy with, she’s got a year to return them — no questions asked.
Image: Shoes of Prey
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