Almost every day, new technologies pop up and grab the spotlight from innovations that came just before. It’s probably a law of nature: survival of the fittest technology.
The advent of new technology has penetrated every conceivable aspect of human endeavor. Everything, everywhere.
Who would have thought that trivial things like footwear ultimately becoming a subject matter for technology and innovation?
But it is. Your choice of footgear today can mean a lot of things — whether it’s fashion, a status symbol, or just simple self-expression.
Some innovators in footgear focus on different combinations, from aerodynamic soles to latex engineering to animicrobil cushion insoles. Still, there’s no denying that the multimillion-dollar industry of shoemaking has become something much bigger than what you wear on your feet.
Sports is probably the major factor in footwear’s transformation from a simple necessity to fashion statement or high-tech innovation.
Innovation in rubber shoes can come in many forms — with new colors, added padding or insoles or sometimes-trendy designs — but these do little to increase performance.
But Royal Elastics plans to change that perspective.
In 1996, Australian skateboarders Tull Price and Rodney Adler grew tired of tripping on their shoelaces while performing tricks on their skateboards.
To address this, the two substituted their laces with a simple and innovative built-in panel closure system.
The idea was as daring as it was simple, and ultimately it redefined footwear. Combining equal parts vintage-athletic cool and haute couture runway style, Price and Adler changed the perception of how sneakers were worn by fusing athletics and leisure, two previously irreconcilable footwear categories.
Thus, Royal Elastics was born. The idea was downright brilliant, if not a little crazy, and it soon had people talking about it. It was a footwear coup, not only from an athletic point of view, but in fashion as well.
At the time when almost nobody was making laceless sneakers, Royal Elastics brought the house down by coming out with the Smooth style in London in 1996 through Offspring and Office.
The company took off after its “athleisure” line of shoe was named “Most Radical Product” at London’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.
Between 1996 and 2000 Royal Elastics was considered one of the innovative brands in terms of design and through the methodology it used to market the brand. Members of the underground fashion and music scene quickly assigned the company cult footwear status among the young and hip.
“It is our association with street culture and the fact that we have stayed true to it from the beginning that help define almost everything we do,” says Price.
In 1999 Royal Elastics won Australia’s “Fashion of the Year” Award and soon became the shoe of choice of many street and graffiti artists.
The big turnaround happened in 2001 when the owners, realizing the need to be more competitive on a global scale, decided to sell their company to the California-based marketer and manufacturer K-Swiss.
By staying true to its thrasher roots, Royal Elastics instantly became the shoe of choice for many street and graffiti artists like SheOne and 7th Letter Crew.
“These artists serve as additional motivation for us,” says Adler, “to continue our crusade for the benefit of many artists who go unrecognized.”
Shortly after, Royal Elastics began collaborating with global artists like the rap group Beastie Boys, DJ Goldie, and Doze Green, one of the original founders of the Rock Steady Crew, widely recognized as break-dancing pioneers. Royal Elastics’ current endorser is Gwen Stefani.
“The brand’s most significant point of difference is the multitude of laceless closures we have designed and use on all of our sneakers,” said Gary Parsons, Royal Elastics president.
Royal Elastics, in a move to capture the local market, has introduced its various lines to the country by opening its first branch at SM Mall of Asia in Pasay City.
Here, they’ll introduce innovative looks that challenge the norm and people’s perceptions of footwear.
Their women’s line is equally a dream for any shoe addict. It comes in a variety of styles and sneakers that can instantly go from sporty to chic.
Today, Royal Elastics continues to be seen as a design innovator.
“All this is done while ensuring that all our products remain true to our heritage of elasticated footwear,” said Parsons.
Royal Elastic is looking forward to opening five additional outlets in the country before the end of 2007.
Meanwhile, the laceless shoe, originally conceived by two adventurous skateboarders, is selling like hot cakes among the hip and — from the looks of it — will be the next big thing in fashion in the country.