Alright – so today we’ve got the honor of introducing you to Shadaha Payne. We think you’ll enjoy our conversation, we’ve shared it below.

Shadaha, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

The idea for Shoe Revive 412 came from my love for sneakers and wanting to keep mine looking fresh. I noticed how many people would stop wearing their favorite shoes just because they looked worn, not because they were ruined. I started cleaning and restoring shoes for myself and friends, and seeing their reactions made me realize this could be something bigger.

Shoe Revive 412 was built to bring life back to sneakers through quality care, creativity, and sustainability — helping people feel confident while also reducing waste. What excites me most is knowing every revived pair tells a story and gives people that “new shoe feeling” again.

Shadaha, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Shadaha Payne, founder of Shoe Revive 412 and dopee_is_me. What started as me wanting to keep my own sneakers clean turned into a passion for restoring and customizing shoes for others. At Shoe Revive 412, I bring worn or dull kicks back to life through deep cleans, detailing, and creative custom work. I believe when your shoes look good, you feel good—so my focus is on helping people walk with confidence and express themselves through their style.

What makes my brand different is the personal touch and creativity behind every pair. I treat each shoe like it has a story, not just a scuff. I’m most proud of building this from the ground up and seeing my vision grow into something that inspires others. Shoe Revive 412 isn’t just about shoes—it’s about self-expression, confidence, and community.

Any insights you can share with us about how you built up your social media presence?

Social media has always been part of my journey—I’ve been on Facebook and Instagram since they first dropped—but things really started taking off around 2018, when I began customizing shoes. That year changed everything for me. My first celebrity custom was for G Herbo, who happened to be my favorite rapper at the time. I posted the shoes on Twitter, and it went viral after what I thought was his baby mom’s page quoted it (I later realized it was a fan page!). Through that post, DJ Solo Dolo helped me get the shoes directly to G Herbo, which was a huge moment early in my career.

From there, things just started to build naturally. I made custom Vans for Jimmy Wopo, one of the most popular local artists from my city, and later that same year, I did a pair for Rico Nasty. Even though I didn’t meet her personally, she actually wore the shoes on stage, which was a big moment for me as a young artist. I also created customs for Moneybagg Yo, so 2018 was full of back-to-back wins that gave me a lot of exposure and motivation to keep going.

In 2019, I did my first-ever photoshoot for dopee_is_me customs and hosted my first solo pop-up event with the help of my dad. It was small—just close friends and family—but it meant everything because it marked the beginning of me building my brand beyond social media. Around that time, I also started repainting and restoring shoes more seriously, which became the foundation of Shoe Revive 412.

Fast-forward to 2023, and things came full circle when G Herbo returned to the city. I got to meet him in person, gift him another custom pair, and tell him about the first pair I did back in 2018. That moment reminded me how far I’ve come.

Most recently, in 2025, I had the opportunity to participate in Barrel & Flow Fest, the number-one Black beer festival in the country. It was an amazing experience, and I did a custom shoe giveaway in collaboration with Barrel & Flow, which brought a lot of new eyes to my work and showed people the creative side of Shoe Revive 412.

Have you ever had to pivot?

Absolutely. My biggest pivot came when I transitioned from customizing shoes under dopee_is_me to focusing more on restorations and cleanings with Shoe Revive 412. At one point, customs were everything for me—I loved the creative process of designing and painting shoes, and I had built my name off that. But over time, I realized I wanted to grow beyond just being known for customs and create something that could last and serve more people on a daily basis.

When I started Shoe Revive 412, it was a major shift. I had to rethink my services, my audience, and how I wanted to position myself as a business owner. Restoring shoes took me back to the basics—helping people take care of what they already have and giving new life to something they love. That pivot helped me discover my purpose and structure things more like a brand than just a hobby.

It wasn’t an easy switch—social media algorithms changed, the market got more competitive, and I had to learn how to reintroduce myself all over again. But it taught me the power of adapting. You can’t be afraid to evolve if you want to grow.

That same lesson applied to my personal life too. There were times I had to slow down and focus on my mental health, especially when things felt overwhelming or uncertain. I’ve learned that you can’t pour into your business if you’re not taking care of yourself first. Every pivot—whether in business or in life—has pushed me to grow stronger, more intentional, and more grounded. Looking back, I’m proud I didn’t give up—I just changed direction with purpose.

Contact Info:

• Instagram: https://www.instagram.com/dopee_is_me?igsh=MmMydjR6dWttMmE%3D&utm_source=qr
• Facebook: Dopee_is_me