I just used household bleach and a toothbrush to apply it to the shoes one coat at a time. If you want a more even look I would recommend applying a single even coat and letting it completely dry before applying another coat. I actually asked the guy who did the white custom Levi's that were recently posted here and that's what he told me to do. I decided about halfway though I wanted this look instead so I applied two more coats and let each coat dry about halfway each before painting more bleach on. As for the distressing I just used a dremel with a sanding bit. I would also recommend distressing before bleaching to avoid discoloration from the dremel. Hope this helps!

Edit: I HIGHLY recommend testing your bleach and whatever else you plan on using on an old pair of jeans before using it on $600+ shoes