After learning and honing all the shoemaking skills in his father's company (Danner Boots), Bill decided in 1978 to set up his own custom shoemaking shop. For years he had observed that a high percentage of people shopping for footwear had to compromise on fit, and therefore, on comfort. As a result, it became his objective then, as it continues to be now, to cater to that discriminating segment of the population who respect their feet and the need to treat them accordingly. And, although Bill accepts custom shoemaking which conforms solely to fashion desires, the need for fit and comfort takes preeminence in the footwear he crafts.