Royal Elastics

founded by

Rodney Adler & Tull Price

belongs to

REH

about

Founded in 1996 by a pair of teenagers in Sydney, Australia, Royal Elastics' unique shoes use elastic bands, rather than laces, to secure feet in shoes. This innovation, simple though it may be, promotes an easy “slip in/out” wearability, which attracted immediate attention in Sydney, then London, then globally. “Elastication” spoke of a distinctly street-styled, youthful and laid-back lifestyle, and a quirky and easygoing sense of humor.

It was acquired by American footwear company, K-Swiss in 2001 for an undisclosed amount in an effort to expand its share of the athletic and leisure shoe market. The founders, Rodney Adler and Tull Price, relocated to K-Swiss headquarters at Westlake Village, California.

By 2008, the company had 10 stores in Asia and opened its first store in the United States.

K-Swiss later sold Royal Elastics to a management led investment group in 2009, recording a gain of $1.4 million in the second quarter.

Royal Elastics created its first cut-and-sew apparel collection for Fall/Winter 2010, and will be rolling out new artistic collaborations and exploring the boundaries of hard-won independence as they celebrate the company's 15th anniversary in 2011.