Brookstone Launches HICKIES® to Revolutionize Your Shoes

Brookstone Launches HICKIES® to Revolutionize Your Shoes

Brookstone, the specialty retailer launched HICKIES® Elastic Laces, a revolutionary elastic lacing system that transforms the way consumers wear sneakers. By replacing traditional laces with HICKIES Elastic Laces, any athletic shoe becomes easy to slide on and off while upping the fashion ante with an eye-catching pop of color.

Made of specially-designed elastic material, HICKIES Elastic Laces slide into the eyelets of shoes and are secured by a small loop. The soft elastic stretches to adapt to the shape and width of any shoe, and it loosens and contracts with movement to provide a comfortable fit. HICKIES Elastic Laces also keep their shape and elasticity over time, allowing them to be worn in multiple pairs of shoes, no matter the placement of the eyelets. Available in 16 color combinations, each package includes 14 matching laces and two bonus laces of a second color scheme.

"The HICKIES elastic lacing system is an exciting addition to the Brookstone product lineup, as it embodies our commitment to bring innovative, solution-oriented products to consumers," said Steve Schwartz , Brookstone vice president of merchandising and product development. "Not only are HICKIES elastic laces extremely functional for every-day use, travel and exercise, the variety of colors makes it a fun mix-and-match way to completely change the look of your shoes."

HICKIES Elastic Laces, the vision of inventor Gaston Frydlewski , has been a product in the making for nearly a decade. Now, Brookstone is bringing it to market as a launch retail partner.

HICKIES Elastic Laces are available at Brookstone retail locations and online at for $19.99 or two packages for $30. In addition, check out how HICKIES Elastic Laces will look on shoes with a free app, available for iPod touch®, iPhone®, iPad® and Android devices.

About Brookstone
Brookstone is a multichannel lifestyle specialty retailer and product development company. Brookstone operates approximately 300 stores nationwide and in Puerto Rico. Typically located in high-traffic regional shopping malls and airports, the stores feature unique and innovative consumer products. Brookstone also operates an e-commerce business that includes the Brookstone catalog and Fans of Brookstone are encouraged to Like Brookstone on Facebook, follow on Twitter or pin on Pinterest.