HICKIES, the Brooklyn-based lifestyle brand, prides itself on designing products that reimagine the obvious. They started their journey with the goal of creating a new, smart solution to shoelaces. In 2011, Gaston Frydlewski and Mariquel Waingarten moved from Argentina to New York with a simple yet powerful idea: to replace traditional shoelaces with their patented elastic lacing system. They launched a Kickstarter Campaign and HICKIES was born. At HICKIES, they want to ignite a change in the way people wear sneakers and to apply their creative process to other things that people normally take for granted. The HICKIES elastic lacing system is just the beginning!