Click photo to view gallery of photos of C2 Customs shoe designs.

“When I started my parents thought I was crazy and they had no clue what it was about,” Hui says.  “Half the time I really didn’t either.  I was just taking the shoes around and painting with whatever kind of paint we had in the house.”

Today, Hui personally takes care of all aspects of his business, including design, inventory, shipping, finances, marketing, web and collaborations.  Although he currently has most dimensions of his business down to a science, Hui is quick to admit the effect running a business had on his childhood.

“It made me really accountable, forcing me to develop my time management, social and professional skills,” says Hui.  “While other people were experimenting with drugs, I found a healthy outlet to keep myself grounded.”

Sue and Hungsun Hui, parents of the young designer, are proud of their son for more than his successful business endeavors.  Throughout it all, he has managed to maintain a well-rounded lifestyle, balancing business, school, athletics and a social life.

Although getting started in a small market like Milwaukee presented enormous challenges, Hui believes his location ultimately led to the development of his unique brand image.  Having the space to mature as a designer without much external influence gave him an edge.  While sneaker culture thrives in places like New York, Los Angeles, Chicago and Tokyo, starting in Milwaukee gave Hui the added advantage of a less-saturated market.

“It’s also kind of cool when people expect me to be from a bigger city,” Hui says.  “When they find out I’m from Wisconsin it adds to the uniqueness of my work and to me as a person, like they wouldn’t expect this coming from a person like me.”

It’s clear from the awards he has won that Hui has made an impact on the global sneaker scene.  Hui was the winner of Sole Collector’s National Championship for Best Customs in 2006 and voted Sole Collector’s Customizer of the Year in 2004 and 2005.  He has also been featured in various publications including TIME, SLAM, Complex, the Chicago Tribune, MKE Magazine, Sole Collector and Sneaker Freaker.  Hui has made live appearances on Milwaukee’s TMJ4 news and NBC’s Last Call with Carson Daly.  He displayed work at exhibitions like “Soled Out” in New York in 2004 and Los Angeles in 2005.  Hui is currently being featured in the Sneaker Pimps World Tour, painting live in Chicago and Minneapolis.

“When he won Sole Collector’s National Championship for Best Customs when he was 16, the whole family (minus his dad) was there to see him beaming with pride as he beat out competitors from all around the country,” Sue Hui says.  The places his business has taken him continue to amaze his family, who never imagined his interest in painting shoes would ever go beyond a hobby.

Unfortunately, great success is often met with great challenges. Hui must constantly decide whether to create a design that is artistic and original or one that serves as a profit-generator.  Sometimes the two line up, but when that isn’t the case, something’s got to give.

“His main desire is to be recognized as artistic,” Sue Hui says.  “He derives a great deal of joy from being recognized as a great shoe customizer by other shoe fanatics when he attends sneaker conventions.”

The reality of seeing his name and life story in TIME was the shocker for his parents. There is something about seeing your son’s name in a popular national publication that flips a switch, like maybe he and his work are kind of a big deal…

The process begins with an e-mail conversation between Hui and a prospective customer.  Using Adobe Photoshop, Hui is able to confirm that his vision coordinates exactly with that of his customer.  When the details are settled, he heads out to the local Finish Line or Foot Locker to purchase a pair of sneakers.

Hui is often asked whether he had to obtain a license to alter Nike’s products.  Surprisingly, Nike is supportive of artists like Hui, often hiring them for promotional events.

“They don’t really see it as a big deal,” Hui says.  “The Nike logo stays.  It’s just my work on their canvas.”

The hands-on work begins using acetone to remove the factory finish from the shoe.  This chemical, which reeks like nail polish remover, opens up the pores of the leather, allowing for a smoother, more professional application of paint.  If he deems it necessary, Hui will use masking tape to block off certain areas, but tends to resist.

“Usually I just paint without masking off anything because I’m confident enough and have steady enough hands that I don’t really make mistakes at this point,” Hui says.