SAN DIEGO -- Van tennis shoes -- a popular southern California icon -- can now be customized.

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Custom Vans

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Beginning in the early 1960's, Vans was known for being a custom shoemaker. The Los Angeles-based company let customers bring in their own bolt of cloth to make shoes.

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Vans Shoes Personalized

Now, the Van's Web site allows customers the same degree of control over output. They can pick from more than two-dozen patterns and colors. Customized options include the tongue of the shoe, the laces, the side stripes, the vamp and the heal counter.

"It's more fun if you get to design it," said Shelby Stranger, PR Manager at Vans. "You get to add your own personal touch. The whole do-it-yourself thing is really in right now."

With each choice, the customer can see how his or her design will look on the shoe, NBC 7/39 reported. Customers pay online and their pattern goes straight to the factory.

Consumer Bob designed his own pair of shoes by combining dark blue and electric neon blue colors for a "very hip" look, according to Stranger. NBC 7/39 Meteorologist Joe Lizura chose a red heal and black toe with black and white skull and crossbones. Stranger said it is often the wild choices that sell the best on the Web site.

Customized Web shoe design does cost more than shoes from the store, NBC 7/39 reported. A standard pair of Vans costs about $45, while customized design runs about $60.