Having worked in the fashion industry for many years and running a boutique advertising agency, I was always looking to find a way to create a product with my name on it.

Three years ago Laceup was just a piece of string I found when moving home with my partner, two kids and our dog. I’d decided to tie them up into my trusty old cherished Converse.

As I ran endless errands around the city, I started to get more and more compliments on my newly styled trainers. I have to admit, they looked smart and … different! I started to think about how these laces’ had the ability to transform all of my trainers – the seed had been planted!

I mentioned it at the family dinner. Saying that the idea didn’t receive a standing ovation is an understatement, so I took things into my own hands and ordered some samples as well as a few different options for packaging. It took months to find the right material that maintains the look, is machine washable and doesn’t untie. After a lot of deliberating/changing my mind, I presented the final product again …

Laceup was born in 2016.

To this day Laceup shoelaces are available in more than 70 premium points of sales in Adriatic region. With the UK and EU online shop we are now shipping to the whole of Europe.

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Iva Strnad – Founder of Laceup Shoe Accessories



Other Team Members


Grega Glavan – CoFounder of Laceup Shoe Accessories & Creative Director

Ana Strnad – UK brand manager and business developer

Lara Srša – Brand manager for Adria region

Andraz Brejc – Brand manager for Europe and business developer

Blaz Hvala – Marketing manager

Robert Ribič – Photographer