For 2008, Royal Elastics introduced the King and Queen, its new take on the popular vulcanized sneaker.
“It’s time for something new, people, and we have it,” Ludo said.
The King, for men, and Queen, for women, are available in high-and low-top versions. They join Royal Elastics favorites like the women’s Flonica flat and the men’s Icon sneaker.
Royal Elastics was founded in 1996 in Australia, and now has 10 retail stores in Asia. The success of the Asian stores inspired Royal Elastics to open in the United States.
“This is an unedited way to market our brand directly to the consumer,” said David Nichols, president of Royal Elastics. “There’s a lot of momentum with this brand in other markets, so we take a global view. Our international component is vibrant. This enables us to further speak with a unique voice.”
The company chose Main Street over other Los Angeles locales because, “the area just fits the brand,” said Jennifer MacFarland, a spokesperson for Royal Elastics.
“We couldn’t imagine being in any other place,” MacFarland said.
Royal on Main takes a rare approach to merchandising: It also sells items related to the themes that inspire Royal Elastics designs. Royal Elastics makes a licensed line with Andy Warhol’s graphics, and the store stocks Andy Warhol by Levi’s jeans, Andy Warhol watches by Seiko and even a Warhol fragrance by New York house Bond No. 9. Royal on Main also sells Royal Elastics’ licensed footwear lines by Gwen Stefani’s Harajuku Lovers and L.A.M.B. Soon, the store will carry the other artists’ limited-edition skateboard decks and wheels.
“The extra products complement what we’re doing,” Ludo said. “All these brands together create a diorama that represents Royal Elastics.”
The store also features a gallery space, which will exhibit everything from photography to furniture design.
“Main Street is still very artistic, open and free spirited,” Ludo said. “It’s a street where you can walk and discover all the stores.”
The 1200-square-foot shop is housed in the Edgemar complex, a contemporary architectural landmark designed by Frank Gehry. Ludo designed the store’s interior, including Lucite “thrones” (stereo speakers included) for the King and Queen.
Originally published in the Santa Monica Daily Press print edition on February 2, 2008. Read the original PDF.