About WayWard Customs
Who We Are
WayWard Customs is a sneaker service company that specializes in customization and restoration of sneakers. We are a company with roots in Amsterdam, now based in Hilversum and founded in 2014. We stand for unique designs and encourage our customers to express themselves and to do that in small rebellious or wayward ways.
Brand Vision
Our vision is ‘Celebrate and express your uniqueness unapologetically’. WayWard Customs believes that everyone should be free to express themselves and show the world their unique self. We dream and rebel with you, to show up and show out. Walk the WayWard Path with us.
Our Brand Promise
We will dream and be wayward, so you can express your unique self.
Brand mantra
Walk the WayWard Path with us.
WayWard Definition
Definition of wayward: ‘Someone wayward is a little stubborn and independent. They’re determined to find their own way and are not easily controlled. Being wayward can mean a few things, but they all have something to do with doing your own thing and sometimes going against what others want you to do. Wayward folks like to go their own way and they often take the unexpected path.’
Walk the WayWard Path with us.
The Customizer
My name is Charlotte Bienen, I live in Hilversum and started Wayward Customs in 2014 in Amsterdam. WayWard Customs started for me as a combination of a school project and love for sneakers and (tattoo) art.
For my study at the time I was working on a brand concept which is how I came to the name WayWard. I started customizing sneakers because I had a pair of Timberland boots that I had used a lot and wanted to give a new look to them. The end result was posted on Instagram and that is how this journey started.
