We took advantage of Greg’s Stuff’s presence at our customization workshop to learn more about the creator of some of the most striking custom designs of recent times.
Within the adidas space created to showcase next season’s innovations, the FOOTDISTRICT CUSTOM LAB offered a unique sneaker customization experience. Greg’s Stuff, with customization in his DNA, served as the master of ceremonies. Hailing from an Italian region where shoemaking and craftsmanship are almost a religion, Greg brings a bold and creative vision that shines through in his designs. Notable examples include the eye-catching furry adidas Gazelle Indoor “Dusty Pink”, created alongside Sally Sneakers, and the Sneakerinas, crafted from adidas Gazelle.
Attendees of the FOOTDISTRICT CUSTOM LAB had the chance to customize models such as the adidas Japan, Country Japan, and Gazelle, all under the guidance of Greg’s Stuff. A one-of-a-kind experience to learn from a true customization master and gain insight into his innovative approach and passion for design.
How did you start customizing sneakers?
I began after my trip to Australia in 2019. Sneakers have always been an obsession for me; they make up about 70% of the total outfit, in my view. After seeing many mock-ups online, I felt inspired to take the next step, creating actual masterpieces that people could wear and feel unique in. At the time, I started this journey with two friends of mine who are now established designers. Though our paths eventually diverged, that period laid the foundation for my passion in this field.
Is it important that the shoe has a story?
Having a story adds depth and emotional connection, but it’s not always necessary. For a creative person, some of the best ideas come unexpectedly, without needing a predefined narrative.
Can you explain the design process? Is it all done directly on the shoe, or is there a design phase on paper?
I rarely work directly on the shoe. Once I have an idea or concept in mind, I use all the tools at my disposal to develop a clear plan. I often use AI and Photoshop to create a 2D render, where I can experiment with textures, colors, and materials. This preparation ensures the design reflects my vision before I move to the customization phase. If I were to compare the process to something, it’s like a symphony—dynamic and vibrant, much like Vivaldi’s “Four Seasons – Summer.”
How do you choose the right materials for each shoe?
It’s all about experience. Over the years, I’ve worked in various roles within the footwear industry, from production and product management to research, development, and design. These experiences taught me how to select the best materials for specific parts of a sneaker. There are rules to follow and rules to break, depending on creativity and the limitations of the design and materials.
What makes a model easy to adapt?
It’s less about the model and more about ideas and taste. Living in the Marche region of Italy, where shoemaking is a major industry, I have access to countless tools and techniques that allow me to work on any silhouette, even complex ones. It’s not about the model itself but how innovative ideas can bring it to life.
Do you feel a special responsibility when customizing classic adidas models?
Absolutely. Working on an iconic silhouette comes with a sense of responsibility, but it’s also a privilege. These designs have a timeless appeal, and my goal is to elevate them with my touch while respecting their heritage.
We’ve seen it in several collections, from Jeremy Scott to Raf Simons: adidas gives a lot of creative freedom when reinterpreting their models. Are there any adidas shoes you’d love to customize?
Since I was young, I’ve had a special connection to the adidas Superstar, particularly the classic white model with black stripes. Customizing it would be a real challenge because of its iconic status, but I’m confident I could elevate it by bringing more value and a unique perspective to the design. My ultimate aim would be to create a standout piece in collaboration with Adidas, a project that would establish my name alongside some of the greats who have reimagined their models.