Private label footwear, in your name.
SOCELLE develops private label footwear with specialist partner makers. You begin from an established style, refine the leathers, colourways and finish, and your name appears on the insole, the hangtag and the box. We direct the sampling and oversee production for you, and minimums, sample times and lead times are confirmed in writing for each style before you commit.
Updated · Marcel Afters, Autumn–Winter 2026.
At a glance
- Who it is for
- Fashion founders, boutiques, hotels, resorts and spas
- Starting point
- A real, photographed style, adapted to your brand
- Your branding
- Insole print, hangtag, box, labels
- Minimums, samples, lead times
- Confirmed per style in your written quote
Start from a style you love.
These are all Marcel Afters styles, our own label. Sneakers, slides, mules, loafers, slingbacks, sandals: yours can start from any of them.
The Room Key MuleMarcel Afters reference style 
The Room Service SlideMarcel Afters reference style 
The Mountain Hut BootMarcel Afters reference style 
The Jazz Brunch OxfordMarcel Afters reference style 
The Long Weekend SlingbackMarcel Afters reference style 
The Wine Bar Mary JaneMarcel Afters reference style 
The Side Court SneakerMarcel Afters reference style 
The Piazza SandalMarcel Afters reference style
Made to be worn, not just photographed.
Marcel Afters, Autumn–Winter 2026.
From style to shelf.
Style and last
Begin from sneakers, slides, mules, loafers, sandals or heels; the last and size run are confirmed with the maker.
Materials and colourways
Leathers, suedes, satins and linings chosen for your price point, with colour references for every colourway.
Your name, considered
Insole print or emboss, hangtag, box, labels and dust bag, designed as one system.
Sampling, directed
We brief each sample, review it with you and record every refinement before production is approved.
Production, overseen
Order confirmation, progress updates and pre-shipment checks, agreed with the maker and followed by us.
Ready for market
Photography direction, line sheets and ecommerce or wholesale set-up, with our brand and marketing partners.
How we work together.
Six steps, and nothing proceeds without your approval.
Share the brief
A few lines on the product, the quantities and the timing. We reply with considered questions.
See it as yours
We shortlist styles, materials and partner makers, and show your name or logo on them.
A clear proposal
Minimums, sample time, lead time and every cost, per piece, in writing.
Approve the sample
Samples are made by the partner maker to your brief. You review fit, finish and branding.
Production, overseen
Production begins after your approval. We follow it with the maker through to shipping.
Launch
Photography, line sheets, your store or wholesale set-up, with our brand and marketing partners.
See your name on the shoe first.
Type your brand or add a logo and preview it on a hangtag, an insole and a box lid, on real styles in their real colourways. Then send the design with your request.
Related services.
Frequently asked.
What is a private label shoe?
A shoe made from an existing or adapted design and sold under your brand. You choose the style, materials, colours and branding; a partner maker produces it with your name on the insole, labels and packaging.
What is the minimum order for private label shoes?
It depends on the style, the materials and the maker. SOCELLE confirms the minimum for each style in your quote, before you commit. Tell us your target quantity in the request form.
How long does sampling take?
Sample timing depends on the style and on whether new materials, components or moulds are needed. We confirm it with your quote.
What is the difference between private label and custom footwear development?
Private label starts from an existing style and changes the branding, materials and colours. Custom development starts from your own design and needs a tech pack, a last and often new moulds. See custom footwear development.
Can I see my brand on a shoe before I ask for a quote?
Yes. The Shoe Studio puts your name or logo on a hangtag, an insole and a box lid on real reference styles. It is a preview drawn on the page, not a photograph of a produced sample.
Do you make shoes for hotels and spas?
Yes: slides, sandals and slippers for rooms, spas and lobby shops, under the property name. See hotel and resort collections and spa private label.
Does SOCELLE manufacture the shoes?
No. We develop them with specialist partner makers and direct the process for you: style, materials, branding, samples and production oversight, with one accountable point of contact.
Can you develop something that isn’t on this page?
Very likely. Through our partner network we can usually find the right maker for it. Tell us what you have in mind.
Tell us what you have in mind.
A few lines is enough: the product, the quantities and the timing. We reply by email, then send a written proposal with minimums and timing for each piece.
- We reply by email with considered questions.
- You receive a written proposal, per piece.
- Nothing proceeds until you approve a sample.
Marcel Afters, our own label, was built this way. See the case study.
Prefer email? hello@socelle.com