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?
Fonder & CEO of The Shoelace Brand Stockholm AB