Customization is key in today’s world - nowadays anything from kitchen appliances to cars to clothes can be customized. People are tired of boring fast fashion, and big brands that have just taken up Inditex business technics are starting to lose in this race – they are a bit inept there. Therefore, customers had to take matters into their own hands – it started off with amateurs painting t-shirts and sneakers for the close circle, then professional graphic artists have joined in, and today custom shoe painting is a vital part of the program at any respectable footwear tradeshow. As it turns out, Russia also has its share of talented custom artists whose work has been taken into the collections of famous rappers and instagram celebrities. One of those artists, known professionally under the nickname @zeroartcustom, has shared with SHOES magazine some of the secrets of that emerging field in Russian fashion.