Crafting Custom SMUGS

There’s something special about seeing a pair of shoes come together from start to finish. Recently we welcomed VIP customer Ethan to our Sheffield factory to create his own custom pair of SMUGS. Instead of simply choosing a style online, Ethan spent the day with the team, selecting materials, watching each stage of production, and following his pair as they began their journey through the workshop, it’s an experience that turns a pair of shoes into something much more personal.

The day started in our warehouse, where Ethan had the chance to explore the materials used in our footwear. For his pair, he chose an interesting combination, durable Sock Eater canvas paired with rich Horween Leather Company Chromexcel leather. Chromexcel is one of the most respected leathers in the world, known for its depth of colour, durability, and the way it develops character with wear. Tanned using a time intensive process that combines chrome and vegetable tanning, it’s a leather that only improves with age then combined with the rugged texture of Sock Eater canvas.

After choosing the materials, Ethan followed his shoes through the early stages of production. From the first cuts of leather and canvas, through to the shaping and construction, he was able to see firsthand how each pair is made. Watching the process up close gives a new appreciation for the craftsmanship involved, every panel cut by hand, every stitch placed with care. For many customers, the finished product is all they see. But inside the workshop there are hundreds of small steps that turn raw materials into a finished pair of shoes, seeing that journey unfold is something that never gets old.

Moments like this remind us why we love what we do. Having someone in the workshop who is genuinely excited to see the craft up close brings a different energy to the day. It also highlights something we believe strongly in, footwear should be built to last, and the process behind it should be just as honest as the product itself. When someone gets to see that process with their own eyes, the connection to the shoes becomes even stronger. We filmed Ethan’s visit so that others can experience a small part of what it’s like inside the factory. From choosing materials in the warehouse to watching the first stages of production, the video follows his journey as his custom pair of SMUGS begins to take shape. We’ll be sharing the full story soon on our YouTube channel, giving a closer look at how a custom pair comes to life.

Visits like Ethan’s are always a highlight for the team. Seeing someone take the time to explore the process and build something truly personal reminds us that good shoes are about more than just materials and construction, they’re about the stories that come with them. More from the workshop soon.