Eleven years ago, the 1 billion dollar slip-on sneaker industry did not existâ€”until Royal Elastics made their first shoe.
The brainchild of Australian skateboarders Tull Price and Rodney Adler, Royal Elastics was created after the two replaced laces with a simple and innovative in-built panel closure system to avoid tripping on their laces while performing tricks on their board.
The idea was as daring as it was simple and ultimately redefined the aesthetics of the footwear industry. Combining equal parts of vintage-athletic cool and haute couture runway style, they changed the perception of how sneakers were worn by fusing athletics and leisure, two previously unassociated footwear categories.
The company took off after their athleisure line of shoes was named Most Radical Product at Londonâ€™s hottest trade show, 40 Degrees. “We were the new kids on the block but they knew we had the pulse of where the market was going,” says Adler.
Members of the underground fashion and music scene quickly assigned them cult footwear status among the young and hip. â€œIt is our association with street culture and the fact that we have stayed true to it from the beginning that helps define almost everything we do,â€ says Price.
By saying true to their thrasher roots, they instantly became the shoe of choice for many street and graffiti artists like SheOne and 7th Letter Crew. â€œThese artists serve as additional motivation for us,â€ says Adler. â€œTo continue our crusade for the benefit of the many artists who go unrecognized.â€
The brand continues to identify new ways to further their cause and all manner of art forms through live painting events, sponsoring art exhibitions or via product collaborations like the XLarge brand for veritable rap group The Beastie Boys, and their L.A.M.B and Harujuku Lovers collection for No Doubt frontwoman, Gwen Stefani.
2007 is something of a transition year for Royal Elastics as they move towards a more digitally-biased methodology in terms of the way they communicate and interact with partners and customers. As Royal Elastics pushes the envelope of design, the brand continues to introduce innovative looks that challenge the norm and public perception of footwearâ€”all done with no shoestrings attached.
You can shop for Royal Elastics in Manila branches in SM Mall of Asia, Pasay City and Trinoma Mall, Quezon City,
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This is a press release from Royal Elastics