1996, Sydney. Two youngsters named Tull Price and Rodney Adler saw skaters tucked-in their shoe laces and had a revelation: we wear sneakers to affirm our style, why should they come with laces? The pair began to work on a revolutionary slip-on trainer by using elastic bands and introduced an easy "slip in/out" concept for a maximum comfort and a cutting edge design. They named the brand “Royal Elastics”. It was the humble start of an Australian sneaker brand that later influenced the world with its street-born and laid-back style. In only two years, Royal Elastics won several awards in Australia and UK, becoming the brand of choice for many street artists.
In 2000, the legendary and long-selling ICON series was born and has become an absolute classic in the sneakers universe ever since.
In 2012, Royal Elastics teamed up with Andy Warhol Foundation and created a series of Warhol kicks which won big accolades from pop art lovers and street artists.
COMING OF AGE
2015 marks the 19th year of Royal Elastics. In this coming-of-age year, Royal Elastics re-launched the official website featuring online shopping and international delivery.
After an important reorganization process, Royal Elastics is now looking forward to re-connect with its original Australian roots and strengthen its presence worldwide.
Growing into its 20s, Royal Elastics might not be the giddy green kid on the street anymore, but, as the brand matures with sophistication, street art and underground culture are still intact in its DNA. Royal Elastics is full of ambition and will continue to shine through the next stage to offer fans bold designs, advanced comfort, and amazing durability.