About Us

The Shoelace Brand Stockholm

Jannike the founder of The Shoelace Brand

ABOUT US

The story behind The Shoelace Brand is as unique as our products. It all started with an unexpected discovery – a pair of shoelaces that transformed an otherwise forgotten pair of sneakers, sparking a journey toward something far greater than everyday accessories.

Today, we design sustainable accessories from top to toe that turn everyday outfits into effortless style. Our philosophy is simple: fashion should be fun, creative, sustainable, and personal.

We love the little details that let you feel stylish every single day – in your own way. Sometimes, all it takes is a small change to breathe new life into what you already own.

Details from top to toe – because style lives in the little things

Beige Leopard print shoelaces The Shoelace Brand

THE CONCEPT

Our concept is to combine trend, quality, and sustainability in everything we create.

Each collection is released in limited editions, keeping them exclusive and always on-trend. Our range includes:

  • Shoelaces - for sneakers, boots, loafers, and kids’ shoes
  • Button Charms – decorative button accessories for shirts, blouses, and blazers
  • Phone straps – practical, stylish straps in trendy colors and designs
  • Shoe care –brushes, erasers, and cedar shoe trees to keep your shoes fresh and long-lasting
  • Gift boxes – the perfect finishing touch for your accessories

We believe in refreshing rather than replacing. Our products make it easy to follow seasonal trends without having to change your entire wardrobe – because small details make a big difference.

Details from top to toe – because style lives in the little things.

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