The art of customization according to Dasslers Craft The trend that is affecting the sneaker market seen by the English designer
The trend of shoe customization is gaining more and more share, both on and off the pitch. There are many creators who are reinventing themselves in this sector, but few have the passion and enthusiasm of Elliot, founder and head designer of Dasslers Craft. In the bio of the official Instagram account there is "Often imitated, never duplicated", a claim that appeared for the first time in 1927 in a magazine published by the Traub Manufacturing Company to promote rings but often taken up by many American hip hop artists. Expression is also very often associated with the value of original designs, as if you want to emphasize something unique, with a personal touch that differentiates that product from others produced in series. And this is exactly the job of Elliot and his team: to make shoes unique.
At Unit 6 Philip House in Honiton Road in Exeter (Devon) there is the studio where Dasslers Craft designs and manufactures customized versions of each adidas model with references above all to football and music, two elements that are always close together. in English culture: from Maradona to Oasis, from Baggio to Jamiroquai, from Celtic to Red Devils.
In your bio you have specified that you like to work when the customer's idea is not too defined and you can work more with your creativity. Is there a type of project you like to work on more?
Yes that’s correct. You’ll see from our website that we have a shop full of ‘pre designs’ that make up most of our working week. However the lads usually take care of these orders. Its my job to take on the bespoke designs. This is where we have a conversation with the customer and I take on board their brief. I don’t specifically have a project I like to work on more than others but the best ones are where the customer knows what theme they want but not what they actually want to be included. I’m able to express myself that little bit more, its then exciting to see their reaction after completion.
I know that Harry ironically asks you every now and then to customize shoes from other brands, but then he gets overwhelmed by your enthusiasm. Where did your passion for adidas originate? Have you ever thought about customizing anything else?
I think the simple answer is from the terraces of football games. It’s not just a fashion statement, it’s almost as if the brand makes you feel a part of something, a family as such. I suppose the casual scene at matches and also music have a big part to play as a collective subculture to football. I’ve always enjoyed having new shoes and always appreciate a good looking one when I see it, whatever the brand! We have no plans to customise anything else at the moment but that’s not to say we wouldn’t consider it in the future :)
