Brand Story

ROYALELASTICS, from Sydney, Australia, was founded in 1996 by Tull Price and Rodney Adler. The logo design is inspired by the "iris," the royal coat of arms of the 12th-century Capetian dynasty of France, symbolizing wisdom and glory.

The brand name is a combination of the words "Royal" and "Elastics". "Royal" means royal, and the brand wants its users to feel a sense of royal honor and belonging. "Elastics" means elastic band, and the brand hopes to show its resilience and vitality.

Minimal Street Style will be the future direction of ROYAL ELASTICS, because we firmly believe that the simpler and more focused the design, the more classic it will become. Moreover, true design should be a reflection of a feeling, a mindset, and a lifestyle. Based on this belief, we pursue taste and aesthetics, reinterpreting the essence of "shoes" from materials, silhouettes, craftsmanship, and comfort, and blending fashion and retro elements to find a balance between aesthetics and practicality. This allows consumers who love minimalist style to feel the attitude and quality that the brand wants to show.