OUR STORY

ROYAL ELASTICS was founded in Sydney, Australia in 1996 by Tull Price and Rodney Adler. The brand’s logo is inspired by the fleur-de-lis, the royal emblem of the 12th-century French Capetian dynasty, a symbol of wisdom, honor, and heritage.
The name ROYAL ELASTICS brings together two defining ideas.
“Royal” represents confidence, prestige, and a sense of belonging—inviting wearers to experience a refined yet effortless sense of distinction.
“Elastics” reflects resilience, energy, and adaptability, expressing the brand’s spirit of movement and freedom.

From the very beginning, ROYAL ELASTICS chose a different path. Rather than being defined by traditional shoelaces, the brand embraced elasticity as its core philosophy—creating footwear that allows people to move freely through the rhythm of modern city life.

At the heart of this vision is the Elastic Lace System. More than a technical innovation, it represents a new approach to urban footwear: streamlined, minimal, and effortless, while maintaining support, flexibility, and comfort.

For nearly three decades, ROYAL ELASTICS has evolved alongside street culture, contemporary design, and the changing pace of urban living. What began as an idea has grown into a distinctive design language—and a mindset embraced by those who value individuality and freedom of movement.

Named for elasticity.
Made for those who move to their own rhythm.

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Go Your Own Way.