You Can Now Get Custom Shoes Through 3-D Printing at DSW

A DSW store in New York City.
Joshua Scott

DSW is joining the 3-D printing wave.

The Columbus, Ohio-based retailer has installed pop-up shops inside two of its flagship stores in partnership with Feetz, the first company to use 3-D printing to create custom-fit shoes.

The new Feetz@DSW shops are available at the chain’s 34th Street-New York and Union Square-San Francisco locations. Shoppers can stop by to design their own perfect pair and see the printers in action.

Feetz’s proprietary SizeMe technology uses a mobile foot scanner to capture 5,000 data points and 22 dimensions and produce a customized, 3-D-printed shoe in less than two weeks. The shoes are made from rubber and plastic materials that can be recycled up to 20 times, so Feetz encourages customers to send back worn shoes in exchange for a discount off their next pair.

Feetz-WomenA women’s ballerina style from Feetz. Courtesy of Feetz.

“DSW is excited to be the first to bring Feetz’s innovative technology to our customers through this pop-up experience. We believe [this] has the potential to disrupt the footwear industry as we know it today,” said Simon Nankervis, chief commercial officer of DSW, in a statement.

Feetz was founded in 2013 by mathematician and entrepreneur Lucy Beard, who was dissatisfied with standard shoe sizing and saw an opportunity to offer something more personalized. DSW announced in June it had made an undisclosed investment in the startup.

“By partnering with DSW, we have an amazing opportunity to bring the world of 3-D printing to DSW’s customers,” Beard said. “People will soon be able to see, touch and learn about how our 3-D technology can personalize footwear and experience a product that is as good for you as it is for the environment.”

FeetzFeetz offers both men’s and women’s styles. Courtesy of brand.

The New York pop-up shop opened Monday and will run through Oct. 30; it will be in business again from Nov. 19-27. The San Francisco shop will be open from Nov. 5-13. Customers shopping from home can scan their feet by downloading the Feetz mobile app. Women’s styles are priced at $199, while men’s styles are priced at $249.

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