However, the start was not funded and in August 2018 the best to take orders and publish on its website was "not considering the options for the future of our business".
Mr Fox said in the Sunday post, although Shoes of Prey had had some success as a small start, he was struggling to try to rank the market for growth.
"Despite all the right trends towards personalization and success within the adjustment note, contrary to a market research, the customer's mass market fashion did not respond as we expected," he said. "We learned the difficult way that the crowd market customers want to create, they want to be inspired and show what I wear."
Mr Fox said customers in the crowd market wanted to see the latest trends and what Instagram celebrities and influences are wearing and they want to wear that – the style and brand.
"They do not want to invest time when creating their own products, and trying to do this, even in small ways, leads to the paradox of choosing to kick when causing a decision paris, in turn reduce conversion rates, "he said.
Shoes of Prey tried to start to serve customers with small, large, large and narrow feet and to undertake short, fast manufacturing for retailers and other brands.
However, once again this was unsuccessful and the challenges faced by the business as it was "active complicated" with "high fixed costs", and producing one-off shoes "while it was also operating our factory legitimate and ethical "means the cost of producing high shoes.
"As with business adaptation, although there are strong early signs that the sizing and running short manufacturing markets could work for us, we were not able to show clearly that these customers are ready to pay us enough on big enough scale to pay our fixed costs, "said Mr Fox. "Although the destination is not what we want, the journey has been incredible."
Ms Fox is currently writing a book about Shoes of Prey that will be released this year.
He said he had moved on from Shoes of Prey to explore "the plant-based meat space".
More to come
Cara is the small business editor for The Age and Sydney Morning Herald in Melbourne