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The Shoelace Brand Stockholm


At first, it seemed to be a bad purchase... The story of The Shoelace Brand started when one of the two founders 
bought a pair of sneakers, that never came to be used. They were not only ugly, the sneakers was the wrong size
On the other hand, the laces was incredible. Therefore the laces became very useful, until the day when 
the fashion changed and other colors & materials became trendy. That was the start for creating shoelaces 
in a new dimension & making the "every-day product"- a fashion accessory. Our vision became to make people 
never compromising again between following te seasonal trends or choosing their own personal style. 

The Shoelace Brand is not only a pair of  shoelaces - it's your way to be trendy for a low cost & in your own way. 
We give the day another fun decision to make- What lace swap are you doing today?


Being trendy should always be fun and uncompromised. The Shoelace Brand are adding happiness everyday, buy a 
new way to personalize & add the seasonal trends to your sneakers. We design our 
shoelaces according to the current & seasonal trends. The shoelaces is launches in collections, in both 
our webshop & at our re-sellers. Beyond the seasonal collections, you'll always find "The Standards"- 
A line with timeless & minimalistic designs. There's a saying that you always comes far in comfy shoes- But 
you come furthest if you also rock them. The Shoelace Brand takes you to the finish line- with a trendy walk & a smile 
on your face.



Fonder & CEO of The Shoelace Brand Stockholm AB