Brand Story
ROYAL ELASTICS was founded in Australia in 1996 by fashion pioneers Tull Price and Rodney Adler, who were only twenty years old at the time. Tired of the tedious process of tying shoelaces, they developed laceless, flexible casual shoes, positioning themselves as a "non-mainstream, subculture" design brand. It is a perfect trend product designed by a new generation for a new generation.
Since its inception, ROYAL ELASTICS has become a revolutionary representative of streetwear innovation – a pioneer of laceless casual shoes: conveying multiculturalism, open-mindedness, and the fearless attitude of the new generation. Instead of comparing itself to mainstream brands, it adopts a free and unrestrained design philosophy, advocating the artistic expression of street culture.
ROYAL ELASTICS are timeless footwear styles for trendy men and women.
Originating from Australia, ROYAL ELASTICS is beloved by contemporary opinion leaders across various sectors, including street culture enthusiasts, models, fashion professionals, music and art creators, surfers, skateboarders, and other perpetually youthful individuals. Pioneering a laceless design and diverse elastic systems, coupled with easy-on and easy-off uppers and varied designs, these shoes are a must-have for fashion-conscious individuals. ROYAL ELASTICS also enjoys an excellent reputation in Europe, America, and Japan, where their shoes are often referred to as Design Sneakers.
ROYAL ELASTICS: Minimalist, Comfortable, and Innovative!
Blending 70s retro style with the comfort of European streetwear, ROYAL ELASTICS' aesthetic is defined by its minimalist design, premium materials, and understated logo. The ROYAL ELASTICS logo, understated yet exuding prestige, originates from the 12th-century French Capetian royal coat of arms, the fleur-de-lis, symbolizing light and life. ROYAL ELASTICS' elastic band design provides a magical sense of comfort and security. Its continuously innovative design style, starting with the 1997 British Fashion Week, has led global trends, instantly becoming popular in fashion capitals such as New York, Los Angeles, Berlin, and Tokyo.
TODAY:
ROYAL ELASTICS is internationally renowned for its well-known trendiness and unique personality. Each year, they release new designs for spring/summer, autumn/winter, and special holidays, revitalizing classic styles each season. For example, the pattern from their first season in 1996 remains a popular design to this day. Beyond reviving classics, ROYAL ELASTICS constantly pushes the boundaries of originality, seeking new designs each season, combining them with exciting colors and unique materials to create stunning and distinctive shoes.
ROYAL ELASTICS is clearly an outlier in the casual footwear world, constantly challenging conventions. As a result, from the very beginning, the brand has been closely associated with street art such as graffiti. Over the years, ROYAL ELASTICS has sponsored events around the world such as StreetWise and OneDot Zero. For example, it once launched the original DekArt event, which encouraged emerging and established artists to present their works in a special way on maple boards used for skate tracks, expressing their ideas.
International artists are inspired by ROYAL ELASTICS’ unique products and creative marketing approaches, and have collaborated with and received support from them. Goldie, XLarge, Hong Kong figurine designer Tim Tsui, Doze Green, SheOne, Stephanie Kwan and her personal brand LAMB all have close partnerships with ROYAL ELASTICS.
ROYAL ELASTICS is a superb design that perfectly blends ergonomics and trendy style. Utilizing a combination of elastic bands and laces, along with an added PU midsole, it delivers exceptional comfort through advanced technology. The understated yet prestigious royal trademark further enhances the brand's regal presence and fashionable dynamism. ROYAL ELASTICS will continue to lead the trend of popular culture, constantly challenging itself, clashing with fashion, and bringing the world an eternally youthful and magical style.