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Romanowski, transformed a pair of white Converse high-tops that retail for $40 into art shoes that'll resell for $100. He spray-painted a golden sun at the shoe's ankle and then a few wisps of green grass around the soles. Romanowski, 38, is a DJ and recording artist, but on the side he's one of about 50 Bay Area artists who create one-of-a-kind shoes that retail at First Step, a Bay Area urban clothing chain. He'll pocket about $40 from the sale.
"They were getting a regular pair of shoes," Romanowski said of his future customers while waiting for the spray paint to dry inside his Tenderloin studio. "But now they're getting happy shoes."
The customized pair of kicks, or sneakers, sometimes referred to as "one-offs," are a niche within the sneaker fashion craze, revered both for their unique look and potential value to collectors. Even though street artists have been scrawling on shoes since break dancing was cool the first time, circa 1982,[link widoczny dla zalogowanych], art shoes are now a bona fide trend.
The current interest in "customs" as they're also known, is an outgrowth of successful marketing collaborations - deals between street artists and major shoe companies like Nike and Adidas - said , publisher of , an all-things shoe monthly publication with a circulation close to 100,000.
The collaborations may have hit a mainstream zenith last month after 14 artists were hired to help promote "The Simpsons" movie by redecorating a pair of Vans, the brand favored by .
Each artist's rendition was reprinted on just 200 pairs,[link widoczny dla zalogowanych], making the shoes highly desirable when they arrived in specialty stores like Huf on Sutter Street in San Francisco. Vans from "The Simpsons" collaboration are now moving for as much as $500 on auction and trading sites.
Christian Parkes, sports culture brand manager at Nike, said that collaborations helped drive the estimated $100 million in global sneaker sales, but the novelty may have run its course.
"Collaborations have become so ubiquitous, I'd argue they could have negative consequences from a branding standpoint," Parkes said. "It's probably time to say that we'll be pulling back from that explosion. It'll have to fade off."
Still, the market for custom sneakers seems to be thriving among collectors. After the episode aired, the real pair of shoes, which were produced specifically for the HBO show by Nike designer , went for $9,[link widoczny dla zalogowanych],000 on an eBay auction, Mast said.
, art director for First Step, said artists like Romanowski and Sirron Norris in the Mission District, draw enough local interest to sell about 15 pairs a month, for $100 to $300,[link widoczny dla zalogowanych], depending on the level of detail.
Chang said local reps for Nike and Converse who drop by the Market Street store say they're happy to see their shoes selling,[link widoczny dla zalogowanych], no matter the redressing.
"As long as their shoe sells, they don't mind,[link widoczny dla zalogowanych]," Chang said. "In fact, they probably get ideas from our artists, go back and tell their designers: 'This is what kids are buying.' "
Norris, who describes his work as "cartoon literalism," said the customized shoes are a street-level response to mass-market shoe companies; the customer agrees to purchase the corporate-brand but, in return, owns the right to trick them out.
The result is another form of guerrilla street art.
"It's cool that I can put a piece of art on their shoes and know they'll respect their shoes like the piece of art that it is," Norris said.
In July, Sole Collector hosted its first online customizing contest, attracting hundreds of entries worldwide.
Each artist began with a pair of white Nike Air Force 1, the 25-year-old standard appreciated by most sneakerheads for its bold features and slight curves. The hand-painted entries ranged from depictions of basketball star to a scene of a steaming volcano.
"The response said it all," Mulholland said. "People used to laugh at putting art on shoes. Now they're coloring up at will." Back in his studio,[link widoczny dla zalogowanych], Romanowski recalled an art show he organized in 2001, "My Adidas," where he and 15 other artists each customized an Adidas model, , the Shell Top. At the time, the work for done just for the exhibition. Romanowski, for example, fashioned a spaceship while another artist attached roller skates to the bottom of the shoe. Adidas purchased the unwearable items and put them on permanent display in the company's offices in Germany.
But these days,[link widoczny dla zalogowanych], as he makes wearable art shoes, Romanowski has to consider paints that won't crack or smudge and use canvas that can stand some wear and tear.
After Romanowski added a jazz musician to the sun and grass scene on the Converse high-tops,[link widoczny dla zalogowanych], he stenciled his own logo inside the shoe box: An image of the artist's smiling face wearing ears.
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