Indonesia-born startup Project Shoe lets women customize shoes online

By VCPOST Staff Reporter

Mar 28, 2014 05:43 PM EDT

Indonesian entrepreneur Aryo P. Ariotedjo has launched e-commerce platform Project Shoe to let women customize their own shoes. The startup focuses on fashionistas in the US and UK, according to The Next Web.

Ariotedjo said of his startup: "My dream is Project Shoe will not be a platform where you can only customize shoes. We are hoping that designers who focus on dresses would like to sell shoes through our platform where they can design their own."

Project Shoe users can use the platform to choose the base model, shape, textile, structure, decor, and size of the shoe that they want to order. After selecting the specific designs or choosing from pre-set designs, they just need to add that to their shopping cart. Each shoe costs at least $175 with free shipping to anywhere in the world, the report explained.

Majority of Project Shoe's visitors come from the US, but the country with the highest individual expenditure is Kuwait. The Indonesia-born startup has secured $400,000 in funding, The Next Web reported.

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