CUSTOMS BY MALEELA
Launching my custom sneaker business allowed to me explore so many facets of digital marketing —from creating products to building communities — and sparked my passion for working in the digital space.
Sneaker enthusiasts, Gift-givers, Pop-culture fans
Client
Fashion & Lifestyle — Custom Footwear/Streetwear, Digital Commerce
Sector
Founder & Creative Director — Led business creation, marketing, and operations while serving as the lead designer and painter for all custom sneakers.
My Role
February 2020 — Present
Duration
What is Customs By Maleela?
In 2020, I launched a custom sneaker business specializing in designing and hand-painting unique footwear for clients, with operations primarily on Instagram, TikTok, and YouTube. While many designs drew inspiration from K-Pop and anime, each pair was fully customizable to reflect any theme.
What began as a creative hobby—hand-painting and customising sneakers—soon evolved into an online business. As a recent high school graduate navigating COVID-19 quarantine, I took a calculated risk to gain hands-on business experience by leveraging the growing potential of digital platforms.
In my two-year tenure as a full-time content creator and uni student under the username @mhongerz, I gained over 250k followers across multiple social media platforms like Instagram, accumulated 11M+ likes on TikTok alone, and reached 306 cities in 21 countries through my Etsy shop.
Project Details
To build a personal brand that combined creativity and entrepreneurship by launching a custom sneaker business, while leveraging social media and e-commerce platforms to grow an engaged community, drive sales, and gain hands-on experience in digital marketing. Beyond sneakers, this project also served as a soft launch for my broader passion for beauty, fashion, art, and culture, which later shaped my direction as a lifestyle content creator.
Creative Process
I managed every part of the business: running social media channels, creating content, and hand-painting custom sneakers, all while operating the Etsy shop. A major focus of my role was maintaining open communication with both my audience and customers—answering inquiries, taking commissions, and building genuine connections online. This consistent engagement not only strengthened customer trust but also helped grow a loyal community around the brand.
Documenting the creative process is a key part of my content strategy. I shared behind-the-scenes videos on TikTok, IG Reels, and IG Stories to show steps of my custom sneaker designs and art, engaging my audience and giving them insight into the craftsmanship and creativity behind the brand.
From Concept to Manifestation.
In my words, Dreams to Creation.
Having my posts in theme with the corresponding niche is important for my digital marketing strategy, which helps my posts be unique and engaging for viewers.
“Daechwita” inspired customs | 3k+ likes combined on Instagram | 10k views on Etsy
“Euphoria” inspired customs | 6k+ impressions combined on Instagram | 10k+ views on Etsy
I have collaborated with influencers and brands to showcase my designs, expanding its reach across social media platforms.
I have also collaborated with fellow creators to support and promote each other’s work; shown here is a collab I did with @sahynjin, a graphic designer known for her product mock-ups on X!
As start-ups, these partnerships were essential for growing our audiences and establishing a presence within our respective niches.
While my account primarily showcased my custom sneaker business, it also grew into a beauty and fashion platform. As a content creator, I have collaborated with major brands such as Urban Decay and YesStyle, producing influencer content for beauty and fashion campaigns alongside my own work.
Throughout this journey, I developed a deep understanding of entrepreneurship: building a brand from the ground up, leading content creation, and exploring the full spectrum of digital marketing strategies.
This project remains especially meaningful to me, as it revealed my passion for product development, storytelling, and fostering communities within the digital landscape!
Please check out my gallery below! 👇
