Royal Elastics
| Company type | Private |
|---|---|
| Industry | Footwear |
| Founded | 1996 |
| Founder | Rodney Adler, Tull Price |
Area served | Asia, Australia, North America |
| Products | Athletic and casual shoes using velcro and elastic cords |
| Parent | K-Swiss (2001–2009) |
Royal Elastics is a footwear brand specializing in athletic and casual shoes, distinguished by its use of velcro and elastic cords as alternatives to conventional shoelaces.
History
Established in 1996 by Australians Rodney Adler and Tull Price, Royal Elastics launched sneakers secured with velcro straps or elastic cords, emphasizing ease of use and long-lasting wear. In 2001, the American footwear corporation K-Swiss acquired the brand to strengthen its foothold in the athletic and casual footwear sector. Following the acquisition, the founders moved to K-Swiss’s headquarters located in Westlake Village, California. Tull Price left the company in 2002 and subsequently founded FEIT in 2005.
The brand has partnered with notable figures such as Gwen Stefani for her L.A.M.B collection in 2005. By 2008, Royal Elastics had expanded to operate ten stores throughout Asia and inaugurated its first retail outlet in the United States. In 2009, K-Swiss divested Royal Elastics to an investment group led by management, generating a $1.4 million profit during that financial quarter.
As of 2016, Royal Elastics maintained close to 100 retail and online locations spanning Japan, Asia Pacific, Australia, and North America. Additionally, the company runs an e-commerce platform providing international shipping options.