We’re excited to introduce you to the always interesting and insightful Alex Andrews. We hope you’ll enjoy our conversation with Alex below.

Hi Alex, thanks for joining us today. What do you think matters most in terms of achieving success?

Success requires motivation, hard work, and resilience. It means being good at solving problems and dealing with unexpected situations. Success doesn’t require being the smartest; it’s more about having the right values and mindset. Being able to handle change and accept failure is important. Not every day will be easy, and not everything will go as planned. To achieve your goals, you’ll face many challenges. It’s crucial to maintain a positive mindset, even during tough times. There’s this one quote that resonated with me, it says, “Even in the summer, think about winter.” This means staying focused and not letting up on hard work, even when things are going well. Keep pushing forward, no matter what.

Alex, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi, my name is Alex Andrews, and I am the owner of a22customs. I am 19 years old, and currently a sophomore at Purdue University studying VCD, also known as Visual Communications Design, or Graphic Design and Business. My lifelong passion for art has been a guiding force, driving me to engage in various creative endeavors—from paintings, drawings, sculptures, and jewelry to my latest pursuit in crafting custom shoes. Originally, I am from Illinois, specifically the northwestern suburbs of Chicago, but am now located in West Lafayette, Indiana where I attend college and run my business.

The beginning of my business stems from my lifelong interests in art and footwear. I’ve always wanted to share my art with others and I thought this was a perfect way. I created my first pair in March 2020, commemorating my friend Ryan’s high school graduation with a pair of Nike Court Vision Lows featuring a vibrant Pokemon theme centered around Pikachu. Despite the uncertainty of handling my first shoe customization, diligent research, resource gathering, and a week-long dedicated effort, I was able to create my first hand-painted pair of custom shoes. Using a combination of yellow Angelus acrylic paint, black Sharpies, and affordable acrylics, I meticulously adorned the shoes with freehand designs, presenting them to Ryan, who was thoroughly impressed. His suggestion to extend this creativity to a larger audience sparked the idea of crafting and selling customized shoes. In the ensuing months, I embarked on a personal journey of creating pairs for myself, family, and friends, showcasing each pair on Instagram. Soon enough word had gotten around and people started asking for pairs of their own, especially kids from my high school. A lot of people were super interested. I created a logo, printed some cheap business cards from Office Max, and bought better supplies to use to create the artwork on the shoes. Establishing a functional workspace within my dining room, equipped with essential materials such as Angelus acrylic leather paint, an airbrush, brushes, and filters, laid the groundwork for my growing business. Launching a Facebook page garnered substantial interest, causing a surge in orders and necessitating enhanced efficiency in the shoe creation process. As my expertise evolved, I diversified into crafting specialized cleats, initially experimenting with personal pairs and gradually extending my reach to high school and collegiate athletes. Networking efforts through social media, particularly Instagram, led to collaborations with Purdue players, eventually attracting attention from NFL players, and marking a significant expansion of my client base. Today, my clientele spans from local neighbors seeking personalized holiday gifts to movie enthusiasts and athletes at high school, college, and professional levels, each receiving a one-of-a-kind, personalized pair of shoes or cleats.

The art I create is more unique than some, I create unique designs on various footwear, ranging from cleats and basketball shoes to everyday sneakers. Using a special acrylic paint, Angelus Acrylic Paint, created for footwear, I ensure it adheres to leather, fabric, and other materials. Before actual painting, I create mock-up designs using an online program. Employing a combination of hand painting and airbrush techniques, I apply the designs onto the shoes. For intricate details, I use a mix of hand painting and airbrushing along with custom-made stencils that I draw up and print using my Silhouette. Depending on complexity, each pair typically takes 3 to 8 hours, with more intricate designs demanding up to 20 hours of work. The key to a durable custom lies in thorough prep work. Using acetone, sandpaper, and sometimes a Scotch-Brite pad for cleats or plastic surfaces, I remove the factory finishes, ensuring the paint adheres properly. You can tell you did the job right when the surface goes from shiny to dull and matte. This preparation process, taking about an hour to an hour and a half, lays the foundation for any of my custom designs. While initially, the design may seem incomplete, as I continue working, it gradually takes shape, culminating in a satisfying final product. From intricate portraits to simple logo alterations, I love and find joy in the entire process, making every effort worthwhile.

I am most proud of the work I have created, the people I have met, and the community I have built. I am fortunate enough to do what I love for work and it is always something new and exciting.

What do you think helped you build your reputation within your market?

Building a strong market reputation takes time. In my case, it revolves around many aspects of the business, but the two that stand out to me are: delivering impeccable craftsmanship and collaborating with high-profile clientele. By consistently producing custom shoes that are high quality, trust is instilled among customers. This creates customer loyalty and positive referrals. Additionally, forming partnerships with professional athletes from leagues like the NFL, NBA, and MLB enhances my brand’s credibility and expands its reach to a broader audience. All together, this has solidified my business and brand’s standing as a trusted and respected name known for quality and professionalism in the custom shoe business.

What’s worked well for you in terms of a source for new clients?

Initially, much of my business stemmed from word of mouth. Customers proudly showcased their custom shoes to friends and family, sparking inquiries about where they got them from. I realized I needed a better and more sustainable way to get customers and have my business discovered and well-known, so I established a presence on social media platforms such as Instagram, Facebook, TikTok, YouTube, and launched my website. These channels have expanded my reach significantly, allowing me to connect with a wide range of people beyond those who found me from word-of-mouth referrals. Currently, the majority of my customers reach out to me via email or Instagram. Typically, they inquire about custom cleats they’ve spotted on the field during sports games or come across online, whether through my posts or someone sharing my work. This avenue of engagement has become a primary source for connecting with clients interested in my custom footwear designs. Now, I can talk with potential customers who may not have initially considered ordering my work, ultimately growing my brand.

Contact Info:

• Website: a22customs.com
• Instagram: @a22customs (https://www.instagram.com/a22customs/)
• Facebook: @a22customs (https://www.facebook.com/a22customs/)
• Linkedin: Alex Andrews
• Youtube: @a22customs (https://www.youtube.com/@a22customs)
• Other: TikTok: @a22customs (https://www.tiktok.com/@a22customs)