The Shoelace Brand

The Shoelace Brand – Turning Everyday Details into Fashion Statements The Shoelace Brand was born from a “bad purchase” that turned into a brilliant idea. When I bought a pair of sneakers that didn’t fit and didn’t look good either, there was one redeeming quality – the laces. They were stylish, eye-catching, and made the shoes worth keeping for that detail alone. That moment sparked a vision: what if shoelaces were more than functional? What if they could be a creative, affordable, and fun fashion accessory that allows anyone to express their personal style? Since then, I’ve made it my mission to turn everyday shoelaces into statement pieces – celebrating color, trends, individuality and self-expression. The Shoelace Brand is a Swedish, female-owned brand with a love for fashion and detail. All laces are designed in Sweden and produced with carefully selected materials like recycled silk, soft cotton, glitter blends, vegan leather and reflective fibers. Today, our products are sold in over 250 stores across 24 countries and 4 continents. Thanks to their small size, accessible price point and eye-catching design, our laces are the perfect impulse buy – easy to display,