Meet Jodie Fox, the angel sent down to Earth by the shoe gods above.
When we cried over the wrong size, the wrong height or the wrong colour, Jodie listened.
And now she has blessed our existence with Shoes of Prey – a revolutionary website where you become the shoe designer.
Based in Sydney, the brand has one function – to be a place where women can design their own shoes, anywhere and anytime. “It’s the opportunity to have the shoes you’ve always dreamed of in a few clicks.” says Jodie, “And, it’s an incredible feeling to be able to respond to a compliment on your shoes with – thank you – I designed them!”
Take your pick from the raw materials up on offer, including the softest leathers, snakeskin, fish-skin, Italian silk and more in an array of candy-store colours.
Let your imagination run wild for hours in shoe-designing bliss. Possibilities include flats and heel heights from a comfortable 1.5 inch heel to the the truly glamorous 4.5 inch heel. The current range offers more than 4 trillion combinations and is constantly updated.
Once your design is completed, it is sent to the technicians who hand-make your design, swaddle the shoes in a soft dust bag, place them into a crisp new box and promptly ship your shoes to your waiting feet.
In the 24 months since its launch, women have designed tens of millions shoes with SOP, spending more than 20 million minutes creating their dream shoes. That’s the equivalent of one person spending more than 40 years (24 hours a day) designing shoes!
Being a bespoke service, it is about fit as much as it is about fashion. Shoes of Prey provide a wide range of sizes, from an Australian 2.5 through to an Australian size 15.
They can make one shoe bigger than the other, adjust widths and much more. Prices range from $195 – $350 and normally take between 4-5 weeks to be made.
Jodie: The process began with firstly mapping out what Shoes of Prey would be. How would it look? What would it offer? What would it be called?
Thara: Describe your perfect shoe.
Jodie: This is actually something I find most exciting – the retrospective of shoe fashion we have in accordance to the customer. Currently we see shiny materials becoming more popular and zebra print is an unexpected favorite too.
Shoes of Prey have also given the opportunity for savvy shoppers to purchase gift cards – a great last-minute holiday gift for the woman who has everything!
Images courtesy of SMH and Shoes of Prey