From Merchant Square to Miss America: The Shoe Journey

Something extraordinary is taking shape in Merchant Square. The Shoe Attic is designing a one-of-a-kind shoe for the Miss America Pageant — created in collaboration with Three Cabanas and Penny and Six Pence. Follow along here as the design comes to life, from early inspiration to the final reveal.

This page will be updated regularly with behind-the-scenes progress, creative milestones, and the latest news—so be sure to check back often.

The Tradition Behind the Shoe

For decades, the Miss America Competition has celebrated one of its most beloved and photographed traditions: “Show Us Your Shoes.”
Contestants wear custom-decorated shoes that capture personality, creativity, and story—often drawing inspiration from meaningful
symbols and the places they represent.

It’s a moment that’s part celebration, part storytelling: a small canvas with a big impact. The shoes are designed to be seen,
remembered, and talked about—making the tradition a standout highlight of competition week.

Why Williamsburg

Williamsburg has always been a place where American stories become tangible—through craftsmanship, artistry, and attention to detail.
This project brings that spirit to life in a new way. Each design decision is being shaped by the same qualities Merchant Square is
known for: creativity, originality, and a deep appreciation for tradition.

As this shoe develops, you’ll see how it connects to Williamsburg through thoughtful details, local inspiration, and the unique
maker energy that defines Merchant Square.

Meet the Creative Team

This is a true Merchant Square collaboration—three vendors, one vision, and countless details coming together.

The Shoe Attic

Lead designer and creator of the Miss America shoe—from concept sketches through final construction.

Three Cabanas

Creative partner supporting the design with complementary artistry and finishing touches.

Penny and A Six Pence

Craft partner contributing distinctive details and elements that elevate the final piece.

Follow Along for Updates

We’ll be sharing regular updates as the design progresses—from inspiration and materials selection to build milestones and the final
reveal. Bookmark this page and check back often to see what’s new.

Latest updates will appear here as they’re posted.