Submit a design request → receive a free mock-up in 48–72 hours → approve or request revisions → pay after approval → shoes are hand-painted over 2–4 weeks → delivered free in 5–7 days. Total time: 5–6 weeks. No payment required until the design is exactly right. Start here.
The Full Timeline — What to Expect
Step 1 — What to Prepare Before You Submit
You don't need a complete design in your head before submitting. But having these four things ready will make the first mock-up much closer to what you want:
- Your shoe size — AF1s run slightly large; most people size down half a size. See the sizing guide if unsure. Getting size right is critical — custom shoes can't be exchanged.
- A color direction — at minimum, your primary color. "Navy blue" is enough to start; "PMS 289C navy" is ideal. The color is the single most important design decision.
- Reference images — any visual that shows the aesthetic you want. Doesn't need to be a shoe. A room, an outfit, a piece of art, a color swatch. Collect multiple.
- Text elements — anything you want written on the shoe: your name, initials, a date, a short phrase. Specify exactly what and where ("TAYLOR in gold script on the heel tab").
Step 2 — The Design Request
Submit at StyleReels.us/design-request/. The form asks for your design concept, colors, text elements, shoe size, and lets you attach reference images. Write as much or as little detail as you have — the artist will interpret from your brief and ask a clarifying question if something is ambiguous.
📋 How to Write a Design Brief That Gets It Right
Step 3 — The Free Mock-Up
Within 48–72 hours of your submission, you receive a complete digital rendering of the shoe design. This shows the exact colors, text placement, design elements, and overall composition on a realistic AF1 template. This is the most important stage in the process.
Review the mock-up carefully:
- Is the color exactly right? (Compare to a reference photo if unsure)
- Is the text in the right location and style?
- Does the overall design match the vibe you described?
- Is anything missing or unexpected?
If anything needs changing, request specific revisions: "Make the blue slightly darker — more towards midnight blue," "Move the name to the heel tab instead of the side panel," "Simplify — remove the secondary element and just keep the base color and name." Revisions are included; there's no limit on rounds before approval.
Step 4 — Approval and Payment
Once the mock-up is exactly right, approve it. Payment is taken at this point — not when you submitted the request. You've seen the complete design, made any changes, and confirmed it's what you want before any money changes hands. After approval, production begins immediately.
Step 5 — Production
Production takes 2–4 weeks. During this time, the artist is hand-painting your shoes with multiple thin layers of acrylic leather paint, allowing each layer to dry fully before the next, and finishing with a professional sealant that protects the paint and gives the shoe its final texture (matte, satin, or gloss depending on the design).
Production in progress — each pair is painted individually. No two pairs are identical.
You won't receive regular production updates, but if you have questions about your order status, contact through the design request form. The 2–4 week window accounts for drying time between layers — this is not a process that can be safely rushed.
Step 6 — Delivery
Your shoes ship via USPS or UPS within 5–7 business days of production completion, with free USA shipping on every order. You'll receive tracking information when the order ships. Shoes arrive in a box ready to wear — no assembly, no additional finishing needed.
When your shoes arrive: inspect them carefully in good light. Check the colors against the approved mock-up, check the text elements, and check the finish quality. If anything is not as approved, contact StyleReels immediately with photos — production issues are addressed on a case-by-case basis.
Key Things to Know
- No rush production. The 5–6 week total timeline is firm. Plan around it, not against it.
- Custom shoes cannot be exchanged for size. Confirm the size before submitting.
- Payment after mock-up approval. No financial commitment at submission.
- Revisions are included. No limit on changes before approval.
- Free USA shipping. Every order, every style, every size.
For the full process overview with more detail on each stage, see how it works. For sizing questions, see the size guide and the AF1 sizing blog post.