Customers will be able to see 3D printers in action and customise their own designs

Customers will be able to see 3D printers in action and customise their own designs

US footwear retailer DSW Inc is revealing the technology behind its custom-fit shoes made in collaboration with US start-up Feetz, in a pop-up shop based at two of its locations.

Through it's partnership with Feetz, a US-based start-up that produces custom-fit, sustainably-made 3D printed shoes, DSW has launched "Feetz@DSW" that will run across its New York City 34th Street and San Francisco Union square stores throughout the remainder of October and into November.

In June, the retailer announced it would be bringing custom-fit shoes to the masses, utilising Feetz's mobile scanner app which captures a 3D virtual image of the foot, around which the software resizes designs to give a customised fit. 

DSW to sell custom fit 3D-printed shoes

Now the retailer is opening up the process to consumers and will be demonstrating the technology in-store where customers will be able to see 3D printers in action and customise their own designs.

"DSW is excited to bring Feetz's innovative technology to our customers through this pop-up experience," says Simon Nankervis, chief commercial officer of DSW. "Feetz uses 22 unique dimensions to create custom fitting, personalised shoes on-demand, which we believe has the potential to disrupt the footwear industry as we know it today. We are pleased to be the first to bring this new concept to the market."

"By partnering with DSW, we have an amazing opportunity to bring the world of 3D printing to DSW's customers," adds Lucy Beard, founder and CEO of Feetz. "People will soon be able to see, touch and learn about how our 3D technology can personalise footwear."