HICKIES

HICKIES is an American brand that makes no tie elastic shoelaces designed to turn sneakers into comfortable slip ons. It sells laces for adults and children, plus shoe charms, mainly through its own online shop.

What is HICKIES?

HICKIES is a footwear accessories brand from the United States, operated by Hic Operating Company LLC. It makes no tie elastic shoelaces designed to turn sneakers into comfortable slip ons that stay in place. The laces are meant to be fastened only once, after which shoes can be put on and taken off without tying.

Products and positioning

The range is built around the lace system, with variations in finish and size:

• Originals laces in a range of colours
• Metallics and Crystals laces
• Kids laces
• DooHICKIES Horns shoe charms

The brand markets its laces for convenience, sport, travel and accessibility, since they remove the need to tie shoes. It backs its products with a promise that they are better than shoelaces or the customer's money back, and offers tools such as a bundle builder and a fit quiz to help customers choose the right set. The product design has been recognised in the iF Design Award rankings.

Distribution

HICKIES sells mainly through its own online shop, with customer service in United States time zones and discount programmes for students, the military and medical workers. It also runs a United States wholesale programme for retailers.

Why it matters

HICKIES shows how a single product idea in a small accessory category can support a focused direct to consumer brand, while also addressing accessibility needs that conventional laces do not.

Frequently asked questions

What are HICKIES?

HICKIES are no tie elastic shoelaces that turn sneakers into slip ons and are designed to be fastened only once.

Where can you buy HICKIES?

HICKIES are sold mainly through the brand's own online shop, and the company also supplies retailers through a wholesale programme in the United States.

All brands