#elem {
-myCustom: 99;
}
OR
#elem {
--myCustom: 99;
}
I have seen both of the above used in examples online.
Custom properties use one dash, by convention followed by the renderer/software.
For example:
-webkit-box-shadow
-moz-box-shadow ...
But it seems that there is a new feature implementing two dashes, this might be interesting for you:
http://www.broken-links.com/2014/08/28/css-variables-updating-custom-properties-javascript/