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HICKIES, founded by Mariquel Waingarten and Gaston Frydlewski, have transformed the business of shoelaces into an exciting consumer brand. Based in Brooklyn, NY and founded by Argentines, the brand has since been seen on a number of celebrities, including 2016 Masters Tournament winner Danny Willett and 2015 Endeavor Gala honoree Diane von Furstenberg.
HICKIES’ colorful, stretchable no-tie shoe-fasteners contour to feet to improve shoes’ fit and fashion. Made from a patented, memory-fit elastomer, HICKIES adapt to each shoe’s size and responds to a foot’s movement to support an active lifestyle. The no-tie design and myriad of color options enable consumers to personalize kicks with a sleek, fashion-forward look. Over 1 million packs of HICKIES were sold in in 34 countries worldwide as of 2015.
During the 2015 Endeavor Fashion Tour, the HICKIES founders were introduced to Diane von Furstenberg and produced a custom pair of laces just for the fashion icon. In addition, HICKIES made the news when the laces were featured on golfer Danny Willett during his win of the 2016 Masters Tournament.
Designer Diane von Furstenberg in her custom HICKIES
Golfer Danny Willett in HICKIES during his 2016 Masters win
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