Modern Casual wants to make your crazy custom shoe dreams come true.
The Tampa Bay-based e-commerce store offers classic pairs of black Oxfords, turquoise patina Chelsea boots, camouflage exotics skins and plenty in between.
“Modern Casual is a way to create your own custom shoe,” said Brian Sallee, the startup’s founder. “Custom shoes are pretty popular in Europe. We're a little bit behind the eight ball in America, so we’re bringing something that’s popular in Europe here to the U.S.”
There are nearly 8 billion people on the planet. Sallee likes to point out, “You’re one in a billion or more, and so your shoe should be, too.”
To that end, Sallee said Modern Casual offers up to 60 billion potential shoe combinations, giving customers the opportunity to change up to 14 details per shoe. The customization is made possible through a 3D configurator web software that lets customers personalize their kicks in real-time down to the finest details, from toe cap to shoelaces and sole bottom to lining.
But if all those options sound overwhelming, the platform offers a fast lane that lets customers change just four things per shoe.
“We believe this is a true fusion between technology and fashion,” said Sallee. “Using our 3D configurator, you can build whatever you can dream.”
Modern Casual works with a manufacturer in Spain, who creates the shoes using Italian leather, which Sallee says rounds out the “true luxury experience” of shopping with Modern Casuals — all without having to leave the couch.
The shoes carry a considerable price tag — $260 for trainers, $340 for Oxfords, and over $1,400 for alligator boots.
Having launched earlier this year, Sallee says sales have been steady but wouldn’t share exact figures. About two-thirds of customers choose standard shoes while a third create a truly unique pair. The company also offers accessories like belts and handbags.
Modern Casual doesn’t currently have any employees. Sallee said the startup uses roughly 50 contracts for things like manufacturing, sales and marketing.
Sallee invested about $10,000 of his own money to launch the minimum viable product, which he hopes can motivate other aspiring entrepreneurs to pursue their vision.
“Hopefully that’s an encouragement to other entrepreneurs that they can start a new concept that’s pretty lightweight as well,” he said.
