The most crucial business lesson my MBA education taught me is that efficiency—cutting waste, doing more with less—is often the difference between companies that thrive and those that don’t survive.
That mindset has shaped how I lead and how we operate at Custom Kiks.
We’ve always understood that China is the world’s sneaker capital for a reason.
There’s a common misconception that American companies manufacture in China to cut labor costs. That narrative is outdated. We chose to make our shoes in China because Chinese shoemaking expertise is deep, specialized, and efficient. The infrastructure, speed, and responsiveness you get in China are unmatched.
If you want world-class production—on time and done right—you go where the best are. And the best are in China.
Our factory in Putian has been a pleasure to work with in every way: precise, responsive, honest, and straightforward. Since taking the reins of the company in mid-January, I’ve had the chance to work closely with our suppliers, and I can confidently say that this partnership has been one of the highlights of my tenure.
Let me be clear: we’re not backing down from our global supply chain.
We’re not scrambling for a story to make it sound better.
We’re proud of how we operate.
Custom Kiks is headquartered in Atlanta, Georgia. Our paid media team is also here. Our advertising agency is Colombian. Our customer service and design teams are based in the Philippines. Our development team operates out of India. And yes, our shoes are made in China.
That’s what a modern, creative company looks like.
Custom Kiks was never meant to be a local brand.
We are, and always will be, a global company.
Politics aside, culturally, I deeply admire China, one of the most enduring civilizations in the world. With more than 3,000 years of recorded history, China remains one of the greatest, richest, and most consequential cultures the world has ever known. When Genghis Khan’s empire stretched across much of the known world, China was the crown jewel. He didn’t prioritize moving west toward Europe—not because he couldn’t, but because it didn’t carry the same strategic value. In the 13th century, Europe was still fragmented and provincial. China, by contrast, was already a global center of wealth, innovation, and power.
So yes, we proudly continue making our shoes in China and will continue doing what we set out to do.
We don’t chase trends. We build a legacy.
We don’t cut corners. We cut waste.
We don’t follow headlines. We follow what works.
Our customers—whom we are here to serve and who care about transparency, consistency, and thoughtful design—deserve to know where their shoes come from and why.
Thank you for being part of our journey. Your support means everything to us.
We’re building this company with care, for the long haul, and we’re honored to have you join us.
—Alex
