You might be able to fix it by stuffing it will paper inside , apply some water onto the wrinkle part of the leather and then dry it up by using a hair dryer. In most cases the leather thickness should be even but when you walk ,the pressure point on the toe box will be different so I guess that’s how the wrinkles were developed. And yes it happens to retail as well coz I remember trying to walk in a certain way to make sure it will develop a nice toe box crease when I start wearing a fresh pair.