The future of shoes is two weeks away. That’s how long it takes Shoes of Prey to build and deliver custom-made women’s footwear in just about any size, color and style imaginable.
Founded in 2009 in Australia but now based here in Los Angeles, Shoes of Prey lets women choose from millions of design options, from gold metallic stilettos to purple fishskin peeptoes, at prices in step with everyday retail. The company has designed more than six million shoes, according to the company’s 2016 end-of-year report, after raising $26 million in venture funding. Manufacturing is outsourced to China but plans are, ahem, afoot to speed delivery by adding factories in North America and Europe.
Customers usually appreciate the idea of designing shoes. Psychologist Barry Schwartz famously talks about The Paradox of Choice and how option profusion makes consumers less happy rather than more. But the Shoes of Prey 3D design interface keeps people on track with recommendations for heel height, colors, materials… Possibilities are limitless, but framed pre-designed shoe options, hence helping clients.
