Scoops of Nostalgia: Why Everyone is Lining Up for New Shoes Soft Serve
When Wil Drake opened New Shoes Soft Serve in downtown Homewood, locals quickly lined up to try the nostalgic treats. Get to know the story behind this beloved new spot and the memories that inspired its sweet creations. Image: Erin Wilson
Word travels quickly in Birmingham, so when Wil Drake introduced his newest venture β a soft serve ice cream shop β locals couldnβt wait to get the scoop. Literally! Wil and his team opened New Shoes Soft Serve in downtown Homewood in May 2026, and lines have been out the door ever since. The local love has melted Wilβs heart.
βPeople were waiting 45 minutes or more for ice cream, and weβre incredibly grateful for that,β he says. βSeriously. The support has been overwhelming in the best possible way.β
Donβt let the name fool you. Youβre not going to snag a new pair of kicks in here β although the name was inspired by the sneaker culture. βThe name New Shoes really came from us wanting to do something completely different,β Wil explains. βWe all love sneaker culture and how brands like Nike are always dropping new colorways and limited releases. We thought, Why canβt soft serve feel like that? So instead of new sneakers, weβre dropping new flavors every month.β
He adds, βPlus, letβs be honest, who doesnβt love a new pair of shoes? We figured if we could create that same feeling of excitement and anticipation around a cone of soft serve, weβd be onto something.β
In addition to the flavor drops, the menu is filled with decadent treats like a sweet cream cone dipped in brown butter and sprinkled with Maldon Sea Salt, or The Classic Cup, Wilβs take on a traditional sundae.Β
βIt features layers of Vanilla Sweet Cream soft serve, peanut brittle, dulce de leche, homemade brownie, chocolate shell, whipped cream, and a maraschino cherry. Itβs simple, nostalgic, and ridiculously good!β he shares.
The name may be inspired by modern culture, but the shop is rooted in nostalgia and family memories. As a self-proclaimed βsavoryβ guy, Wil says this sweet venture was inspired by the summer nights of his youth.
βSoft serve takes me right back to hot summers in South Georgia and going to the local DQ after a long day at the pool to get a dipped cone,β says Wil. βI also remember making old-school churned peach ice cream on our back porch. It always turned out softer than we anticipated, but it was still so good β even better than expected! Those kinds of memories have always stuck with me, and I think thatβs part of what makes soft serve so special.β
With the opening of New Shoes, Wil is now a veteran owner in the small community of Homewood. And he wouldnβt have it any other way.Β
βIβve been lucky enough to be part of the Homewood business community for a long time, and one thing thatβs always stood out is how much people care,β he tells us. βThey donβt just support local businesses; they champion them. Whether it was during my time with the doughnut shop, now called Full Circle, or with New Shoes, Iβve always felt like the community was rooting for us.β
Community is at the heart of New Shoes. From the moment you enter the cheerful, retro-inspired shop with its vibrant pops of color, itβs clear that this is a place tailor-made for spreading joy. Whether grabbing a cone with the kids after school or sharing a sundae on date night, making memories is the cherry on top!
βAt the end of the day, itβs never really been about the food,β Wil says. βItβs about how food makes people feel.Β Food has this incredible ability to bring people together, ignite nostalgia, and make people feel at home. Creating places where those moments can happen is what I love most about hospitality.β
Wil recently opened Full Circle Donuts, taking back the beloved business he launched several years ago under the name Hero Doughnuts. When asked whether fans could expect a collaboration between the two sweet spots, heβs a little secretive but offers a small taste of what the future might hold.
βWeβre definitely scheming up a few things,β he teases. βA New Shoes and Full Circle collaboration feels inevitable. Stay tuned!β
New Shoes is located in downtown Homewood. Learn more by visiting their website or Instagram!
**********
To stay in the know on the best of Birmingham,Β subscribe to our daily emails!
Erin Slay Wilson
Erin Slay Wilson is the Market Leader for StyleBlueprint Birmingham. She lives in the Crestwood neighborhood with her family and their golden retriever, Butter. When Erin isn't writing and building relationships within the community, she loves to read, go on walks around the city, garden, and scope out treasures at local antique malls.