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Royal Elastics News
Royal Elastics Opens Flagship Store in Santa Monica and Launches 'King and Queen' Sneaker Line
SANTA MONICA, Calif.,
"Here, we can show the entire range of our collections," says Ludo, creative director of Royal Elastics.
Royal Elastics started in 1996 with the radical idea that sneakers don't need laces. Instead, footwear fastens with elasticized shock cord or Velcro. "It was inspired by kids who went skateboarding and ripped their laces out," Ludo says. "It's easy and fast to put on."
For 2008, Royal Elastics introduces the King and Queen, its new take on the popular vulcanized sneaker. "It's time for something new people, and we have it," Ludo says. 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
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
"The extra products complement what we're doing," Ludo says. "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 notes. "It's a street where you can walk and discover all the stores."
The 1200-square-foot shop is housed in the Edegmar complex, a contemporary architectural landmark designed by Frank Gehry. Ludo designed the store interior, including Lucite "thrones" (stereo speakers included) for the King and Queen.
Press Contact: Jennifer MacFarland 818.706.5136 jmacfarland@royalelastics.com Store information: Royal on Main by Royal Elastics 2427 Main St., Santa Monica, CA 90405 P. 310.573.8810 / Open Monday - Sunday 10-6
SOURCE Royal Elastics
