diff --git a/openapi_core/schema/schemas/exceptions.py b/openapi_core/schema/schemas/exceptions.py
index c984578c..5ff64e8f 100644
--- a/openapi_core/schema/schemas/exceptions.py
+++ b/openapi_core/schema/schemas/exceptions.py
@@ -92,4 +92,4 @@ class UnmarshallerStrictTypeError(UnmarshallerError):
     
     def __str__(self):
         return "Value {value} is not one of types {types}".format(
-            self.value, self.types)
+            value=self.value, types=self.types)
diff --git a/openapi_core/schema/schemas/models.py b/openapi_core/schema/schemas/models.py
index ffe52ab2..0b484d97 100644
--- a/openapi_core/schema/schemas/models.py
+++ b/openapi_core/schema/schemas/models.py
@@ -247,7 +247,7 @@ def _unmarshal_any(self, value, custom_formatters=None, strict=True):
             SchemaType.OBJECT, SchemaType.ARRAY, SchemaType.BOOLEAN,
             SchemaType.INTEGER, SchemaType.NUMBER, SchemaType.STRING,
         ]
-        cast_mapping = self.get_cast_mapping()
+        cast_mapping = self.get_cast_mapping(custom_formatters=custom_formatters, strict=strict)
         if self.one_of:
             result = None
             for subschema in self.one_of:
@@ -269,10 +269,11 @@ def _unmarshal_any(self, value, custom_formatters=None, strict=True):
                 cast_callable = cast_mapping[schema_type]
                 try:
                     return cast_callable(value)
-                except UnmarshallerStrictTypeError:
-                    continue
+                except UnmarshallerStrictTypeError as ex:
+                    log.debug("Failed to unmarshal '{}' as {}: ".format(value, schema_type, str(ex)))
                 # @todo: remove ValueError when validation separated
-                except (OpenAPISchemaError, TypeError, ValueError):
+                except (OpenAPISchemaError, TypeError, ValueError) as ex:
+                    log.debug("Failed to unmarshal '{}' as {}: ".format(value, schema_type, str(ex)))
                     continue
 
         raise NoValidSchema(value)
diff --git a/tests/unit/schema/test_schemas.py b/tests/unit/schema/test_schemas.py
index 0b747aac..ad3b5468 100644
--- a/tests/unit/schema/test_schemas.py
+++ b/tests/unit/schema/test_schemas.py
@@ -8,8 +8,8 @@
 from openapi_core.schema.schemas.enums import SchemaFormat, SchemaType
 from openapi_core.schema.schemas.exceptions import (
     InvalidSchemaValue, MultipleOneOfSchema, NoOneOfSchema, OpenAPISchemaError,
-    UndefinedSchemaProperty
-)
+    UndefinedSchemaProperty,
+    InvalidCustomFormatSchemaValue)
 from openapi_core.schema.schemas.models import Schema
 
 from six import b, u
@@ -121,20 +121,75 @@ def test_string_format_datetime(self):
 
         assert result == datetime.datetime(2018, 1, 2, 0, 0)
 
-    @pytest.mark.xfail(reason="No custom formats support atm")
     def test_string_format_custom(self):
         custom_format = 'custom'
         schema = Schema('string', schema_format=custom_format)
         value = 'x'
 
-        with mock.patch.dict(
-            Schema.STRING_FORMAT_CAST_CALLABLE_GETTER,
-            {custom_format: lambda x: x + '-custom'},
-        ):
-            result = schema.unmarshal(value)
+        custom_formatters = {custom_format: lambda x: x + '-custom'}
+        result = schema.unmarshal(value, custom_formatters=custom_formatters)
 
         assert result == 'x-custom'
 
+    def test_custom_format_inside_objects(self):
+        custom_format = 'custom'
+        prop_schema = Schema('string', schema_format=custom_format)
+
+        def properties():
+            yield ('name', prop_schema)
+
+        # TODO: Fix architecture for custom_formatters.
+        ''' custom_formatters for primitive types are simply callables which
+            return that same primitive,
+            When applied to properties, they also have to have a validate, so
+            they are no longer simply callables
+        '''
+        class custom_string_formatter(object):
+            def __call__(self, value):
+                return "%s-custom" % value
+
+            def validate(self, value):
+                return value.endswith('-custom')
+
+        obj_schema = Schema('object', properties=properties())
+        value = {"name": "Joseph"}
+
+        custom_formatters = {custom_format: custom_string_formatter()}
+        result = obj_schema.unmarshal(value,
+                                      custom_formatters=custom_formatters)
+
+        assert result.name == 'Joseph-custom'
+
+    def test_custom_format_inside_any(self):
+        custom_format = 'custom'
+        prop_schema = Schema('string', schema_format=custom_format)
+
+        def properties():
+            yield ('name', prop_schema)
+
+        # TODO: Fix architecture for custom_formatters.
+        ''' custom_formatters for primitive types are simply callables which
+            return that same primitive,
+            When applied to properties, they also have to have a validate, so
+            they are no longer simply callables
+        '''
+        class custom_string_formatter(object):
+            def __call__(self, value):
+                return "%s-custom" % value
+
+            def validate(self, value):
+                return value.endswith('-custom')
+
+        # Force SchemaType.ANY
+        obj_schema = Schema(None, properties=properties())
+        value = {"name": "Joseph"}
+
+        custom_formatters = {custom_format: custom_string_formatter()}
+        result = obj_schema.unmarshal(value,
+                                      custom_formatters=custom_formatters)
+
+        assert result.name == 'Joseph-custom'
+
     def test_string_format_unknown(self):
         unknown_format = 'unknown'
         schema = Schema('string', schema_format=unknown_format)
@@ -143,19 +198,15 @@ def test_string_format_unknown(self):
         with pytest.raises(OpenAPISchemaError):
             schema.unmarshal(value)
 
-    @pytest.mark.xfail(reason="No custom formats support atm")
     def test_string_format_invalid_value(self):
         custom_format = 'custom'
         schema = Schema('string', schema_format=custom_format)
         value = 'x'
 
-        with mock.patch.dict(
-            Schema.STRING_FORMAT_CALLABLE_GETTER,
-            {custom_format: mock.Mock(side_effect=ValueError())},
-        ), pytest.raises(
-            InvalidSchemaValue, message='Failed to format value'
-        ):
-            schema.unmarshal(value)
+        formatters = {custom_format: mock.Mock(side_effect=ValueError())}
+        with pytest.raises(InvalidCustomFormatSchemaValue) as ex:
+            schema.unmarshal(value, custom_formatters=formatters)
+            assert isinstance(ex.original_exception, ValueError)
 
     def test_integer_valid(self):
         schema = Schema('integer')