From handmade Nikes to AI-designed collaborations, Studio Van Hoff fuses craft, education, materials and small-batch manufacturing under one roof.
Today Studio Van Hoff is a Netherlands-based footwear studio spanning a leather wholesaler, Europe’s leading Sneaker School, and a boutique factory producing 50 – 15.000+ -pair runs for independent brands. Roel is not just a certified master shoemaker, he’s a pioneer reshaping what it means to build sneakers by hand. With multiple European footwear championships under his belt and a thriving sneaker school to his name, Roel has carved a unique path from teenage sneakerhead to one of Europe’s most respected names in custom footwear. In this conversation, he walks us through his journey, from restoring beat-up eBay finds to teaching five-day masterclasses on crafting handmade Nikes, and shares how passion, storytelling, and community have been the driving forces behind it all.
Roel, you’re a certified master shoemaker and have won multiple European footwear championships. Could you tell us about your journey and what originally brought you into shoemaking?
It all started when I was really young, back in high school. I was into sneakers, but I quickly realised that the exclusive pairs I wanted were way too expensive. So, I bought a worn pair from eBay for around €100, they were totally beat up. I restored them myself and ended up selling them for €150. They looked great again, and brand-new versions were selling for €300. That moment made me realise I could actually make some money by restoring sneakers, and that gave me the opportunity to buy the ones I really wanted to collect.
That’s where the passion started. After high school, I decided to pursue shoemaking seriously and enrolled in a proper shoemaking school. There, I learned how to craft all kinds of footwear, from dress shoes to women’s high heels. But my heart always remained with sneakers. While still in school, I won gold and silver medals in the European Shoemakers Contest. That gave me the confidence that I was heading in the right direction. From there, it just kept growing.
Once you’d finished your shoemaking education, how did you transition from what you’d learned into launching your own business and classes?
Great question. So after a period of making traditional shoes, I returned to my original passion: handmade Nikes. I was actually one of the first people in Europe doing that. For many collectors, it was completely mind-blowing to see handmade Nike sneakers, and they started placing custom orders. But something else started happening too. People began asking me, “Hey, can you teach me how to make these?” It kept coming up again and again, and that’s what sparked the idea to launch my own sneaker school.
I created a five-day masterclass where I teach a maximum of five people at a time how to make their own pair of Nikes. We’ve designed the masterclass so even first-time who never touched a sewing machine leave with a fully. All the knowledge I’ve built up over the years is condensed into a very accessible course.
With your experience, how have you seen the sneaker industry evolve, especially in terms of people wanting to make their own shoes?
Absolutely. The most interesting thing is the variety of people coming to my classes. Some are creatives, some are sneakerheads, and some have never done anything hands-on, they work in offices and just want to try something new. But the common thread is inspiration. When people see online what we do, handmaking Nikes from scratch, it really opens their eyes. Most people would never even think it’s possible. They’re not Googling “how to make your own Nike sneaker” because they don’t know it can be done. But once they see it, they’re hooked. And that’s how the hype has grown. Students come through, they start making their own sneakers at home, they share them, and it inspires others. It’s a ripple effect of creativity.
Who were some of your early influences or mentors in shoemaking? Did anyone change the way you approached the craft?
Honestly, I wasn’t influenced by anyone at the very beginning. I started with a practical goal—to restore sneakers so I could afford the ones I wanted. That’s what lit the spark. Later on, as I became more immersed in the world of shoemaking and design, I discovered the legacy of people like Tinker Hatfield, who of course played a huge role at Nike. His designs and the stories behind them had real impact. He didn’t just make shoes, he created movements. I also admire designers like Virgil Abloh, who brought fresh ideas into the scene. But for me, it was always about the hands-on work and the passion for sneakers, not following someone else’s path.
When you’re designing a sneaker for yourself, where does the inspiration come from?
At Studio Van Hoff every design begins with narrative research. We ask: What emotion will the wearer relive every time they lace up? Two recent examples… I created a very detailed Dutch-themed sneaker with hand-painted elements that connected to our heritage. People went crazy for it because it told a story. Another example: I made a Lakers-inspired sneaker using the team’s colours. Fans connected with it immediately because it meant something to them. If I just design a white shoe and draw a few lines, even if it’s well-crafted, it might not move people in the same way. So now, I always try to build a full story into each shoe. That emotional connection makes all the difference.
What can people expect from your five-day course?
It’s an experience. You’ll walk out wearing your own handmade sneaker. Fully constructed. Comfortable. Durable. That’s such a powerful moment. People realise you don’t need expensive machines, just the right techniques. We teach everything by hand: how to skive leather, stitch panels, shape your shoe. It’s very traditional and hands-on. By the end of the week, students think, “Wow, I did this.” That sense of achievement is addictive.
The Air Max and Jordan silhouettes seem very popular in your classes. Why those?
They’re icons, two of the biggest silhouettes in sneaker history. I focus on the Air Max 1 as the running model, and the Jordan 1 High or Low for more complexity and storytelling. The Jordan 1 High especially has more panels and room for creativity, so I often recommend that for students who want a deeper challenge.
You offer lifelong feedback and support. Why is that important to you?
Because I want to build a community. Teaching is one of my biggest passions. It’s more energising than just making shoes on my own every day. Students often buy a few essential tools from me, like shoe lasts and patterns, and I support them as they keep going. They can FaceTime, send videos, photos, whatever. I know my patterns inside out, so I can easily guide them through mistakes and help them improve. That aftercare really matters to me.
People often say your teaching style is relaxed and approachable. Why is that important?
I’ve been teaching for over six years and was one of the first in Europe to offer these classes. I know where students struggle, and I want them to feel at home. From day one I say, “If you want a coffee, take it yourself. Banana? Cookie? It’s all yours.” No one has to ask. We’re here as friends, sharing a week together, creating something with our hands. That comfort and freedom lets people be themselves, and that’s when the magic happens.
Do you find that people are more creative when they’re relaxed, not feeling pressure, but just enjoying the process?
Definitely. If you’re stressed, just trying to get it perfect in five days, it starts to feel like a job. But this is supposed to be joyful. You’re learning something new, building with your hands. That only works if you’re comfortable—mentally and physically. It’s still a work week, yes, but it should feel more like a creative retreat. That’s why I always make sure the vibe is relaxed.
I imagine students come in with wild design ideas. How do you help them bring those visions to life while keeping things realistic?
That happens a lot. Some students arrive with fully formed designs, even with fabric they want to use. One guy once brought in his favourite old jeans, he wanted to cut them up and use the denim for the upper. I said, “Let’s do it.” Another had a pair of his wedding shoes that didn’t fit anymore. He cut them up to reuse the leather. It was symbolic, turning old memories into something new. When someone has a concept, my job is to bring them as close as possible to that vision. We have over 6,000 materials in stock, so there’s usually something that fits the idea. The trick is guiding them without compromising their creativity.
What part of the process do your students enjoy the most?
There are a few key moments that really stand out for them. What makes shoemaking different from, say, woodworking is that every step is completely different, each phase brings a new kind of energy. We begin by deconstructing a donor shoe to decode its architecture. Then comes the creative part, cutting the leather, choosing panels. Next is sewing, which is a whole different skill. Every few hours, you’re learning something new.
But the magic really hits when they glue on the sole. Before that, the shoe looks a bit like a bowling shoe, unfinished. Once the sole goes on, it suddenly becomes real. They look at it and say, “Wait, I actually made this.” It’s an emotional moment. They don’t see the tiny imperfections anymore; they see a finished sneaker they created with their own hands.
What are your hopes for Sneaker School and the wider sneaker design community in the future? Any big plans for 2025?
Sneaker School has been our signature five-day masterclass for six years. At this point the program runs like clockwork, small groups, hands-on lessons, and everyone leaves in their own pair of hand-built sneakers. The real goal now is simply getting that experience to more people without losing the close, personal vibe that makes it special. Behind the classroom, Studio Van Hoff is much more than a school. Think of us as a one-stop sneaker boutique:
1. We design. Our studio experiments with new shapes and ideas, like the AI-assisted sneaker we built by hand for Samsung.
2. We produce. With our own small-batch factory we can make runs as low as 50 pairs and up to 15 000+ giving brands pro-level quality without huge minimum orders.
3. We teach. SneakersSchool gives anyone, from total beginners to designers the perfect craft foundation.
4. We supply. Through De Leergroothandel we stock more than 6 000 kinds of leather and hardware for hobbyists and professionals. Looking ahead to 2025, the plan is simple:
• Keep Sneaker School intimate and inspiring.
• Grow the visibility of Studio van Hoff so we can team up with more brands.
• Keep chasing boundary-pushing projects—the Samsung AI sneaker is just the start.
Join the next SneakersSchool masterclass – applications open now.” (Apply Here)
