#elem {
-myCustom: 99;
}
OR
#elem {
--myCustom: 99;
}
I have seen both of the above used in examples online.
2 Defining Custom Properties: the '--*' family of properties
A custom property is any property whose name starts with two dashes (U+002D HYPHEN-MINUS), like
--foo. Theproduction corresponds to this: it’s defined as any valid identifier that starts with two dashes.
An example from W3C:
:root {
--main-color: #06c;
--accent-color: #006;
}
/* The rest of the CSS file */
#foo h1 {
color: var(--main-color);
}
It's worth noting that CSS variables are implemented in Firefox 31 and newer.