At first it seemed like a bad purchase ... The story of The Shoelace Brand began when one of the two founders bought a pair of sneakers that never got used. Not only were they ugly, they were also the wrong size. On the other hand, the shoelaces were incredible. Therefore, the shoelaces became very useful until the day when the fashion changed and other colors and materials became trendy. It was the beginning of creating shoelaces in a new dimension and turning an "everyday product" into a fashion accessory. Our vision was to create an accessory for you to be able to compromise between following the season's trends and choosing your own personal style. The Shoelace Brand is not just a pair of shoelaces - it is your way to be trendy at a low cost and in your own way instead of buying new shoes as soon as the fashion changes. What #laceswap are you doing today with #theshoelacebrand?