Selected 2015


  • Country Argentina
  • Lead Investor Grupo Sforza (Brazil)
  • Industry Fashion & Apparel
  • Investment Date October 2016


Hickies is an innovative consumer product company that has completely re-imagined shoelaces. Launched in 2011 by the husband-and-wife team Gaston Frydlewski and Mariquel Waingarten, Hickies describes itself as “a global sneaker accessories company focused on athletic performance, innovation and design.” The company’s flagship product – the Hickies Lacing System – is made from a memory-fit elastomer that flexes with the foot’s movement while still providing fit and stability. Since its launch, Hickies has sold more than 2 million units of its modular shoelace replacements in 45 countries. Originally from Argentina, Gaston and Mariquel now run Hickies from New York City. They were selected as Endeavor Entrepreneurs at ISP 60 in San Francisco in August 2015.

Other info

Hickies’ playful, brightly-colored product has been featured in numerous publications, and seen on the likes of many celebrities, including professional golfer Danny Willett who celebrated his first Masters championship in April 2016 in style – wearing Hickies on the 18th green at Augusta!

News related to Hickies


HICKIES, founded by Mariquel Waingarten and Gaston Frydlewski, have transformed the business of shoelaces into an exciting consumer brand. Based in Brooklyn,


HICKIES, an innovative shoelace company led by Endeavor Entrepreneurs Mariquel Waingarten and Gaston Frydlewski, raised US$10 million from


San Francisco, CA – August 8, 2015 – Endeavor selected 34 high-impact entrepreneurs representing 23 companies from 15

Stay up to date on our entrepreneurs, events, research and more.