Wokecustoms is a customization studio based in Estonia. It specializes in bespoke sneaker designs that reflect each client’s distinct style.
The studio was founded by Juhan Loorits. His aim is to make footwear a form of self-expression. Wokecustoms current MRR is between 3,000 and 6,000 euros.
How the company was founded
The idea for Wokecustoms came to Juhan Loorits after he discovered Sierato’s work on social media. Sierato is an artist known for customizing NBA players’ basketball shoes. Loorits wondered if this concept could be adapted for everyday fashion.
He began experimenting with the idea. He tested out different designs and techniques. Soon enough, word got out among his friends. They started requesting custom pairs.
Loorits started with inexpensive white sneakers from the local market. They cost around 20-30 euros. These served as his canvas for initial testing and experimentation.
His first attempts were not very successful. The quality of the first five pairs was subpar. Nevertheless, Loorits was determined to improve. He was convinced of the potential and was focused on enhancing his techniques to make the designs more durable.
Over time, his efforts paid off. With each new pair, his skills and confidence grew.
Today, the customization process starts with input from the client. Before painting, Loorits preps the sneakers with acetone to ensure a clean surface. He then applies designs using leather acrylic paints, paying careful attention to detail. To ensure the designs last, he finishes with a weatherproof and waterproof sealant.
How he acquires customers
After customizing a few pairs of shoes, Loorits began sharing his work on Instagram. He posted photos of his unique designs, which quickly caught people’s attention. Soon, orders started coming in.
Initially, Loorits charged between 20 and 50 euros per custom pair. As his designs became more complex and popular, he increased his prices. Now, a typical custom design ranges from 100 to 200 euros. Highly detailed designs can cost 300 euros or more.
Loorits used a bootstrapped approach to grow his business. He reinvested every bit of his earnings back into the company. This strategy helped him scale up quickly.
Collaborating with local influencers was also key to his growth. He gifted them custom Air Force 1 sneakers, valued at around 100 to 150 euros. This move helped him gain exposure to their followers and build trust & credibility.
Tracking the exact return on investment from each partnership was challenging. Orders often came in over a long period, making it hard to link them directly to specific influencer campaigns.
Nevertheless, influencer collaborations were effective for brand exposure. For example, his first giveaway led to around 5,000 to 6,000 new followers.
Using platforms like Etsy also proved crucial. Etsy allowed him to expand his reach and attract organic orders. By regularly posting new products and designs, he kept his store growing and orders flowing steadily.
How the business is growing now
Currently, Wokecustoms operates more as a side hobby for Loorits. A skilled artist colleague manages daily operations, including order fulfillment and shipping. Loorits focuses on streamlining and automating processes while working to cut costs.
The business relies heavily on external platforms. They don’t really have control over them. To address this, Loorits is optimizing the company website and working on increasing direct traffic to it.
