By DAILY PRESS STAFF
MAIN STREET Royal Elastics, the Australian footwear brand that specializes in kicks without laces, chose Santa Monica’s Main Street as the location for its first U.S. retail store.
Royal on Main opened Thursday at 2427 Main St. The store showcases Royal Elastics’ alternative sneakers and flats for men, women and children.
“Here, we can show the entire range of our collections,” said Ludo, creative director of Royal Elastics.
The company started in 1996 with the idea that sneakers don’t need laces. Instead, founders made footwear that fastens with elasticized shock cord or Velcro, making the shoes “airport friendly,” because they can easily be taken off, according to the company’s Web site.
“It was inspired by kids who went skateboarding and ripped their laces out,”Ludo said.“It’s easy and fast to put on.”
Originally published in the Santa Monica Daily Press print edition on February 2, 2008. Read the original PDF.