Interested? Here’s the deal…
We are Immortal Laces, and we’ve developed something that has been 40 years in the making.
Here’s what happened and how it directly benefits you…
At the Coronado skate park in San Diego, on the afternoon of April 1, 2014, I (Dan Ryan, who recently started skating again after a 24 year-ish hiatus) watched Eric DuRose (who has been skating 30+ years with no hiatus) lace up his Half Cabs with those black and tan work boot laces.
The following conversation ensued;
Dan: What are you doing?
Eric: I am so sick of breaking laces!
Dan: What do you mean? How often do you break laces?
Eric: I probably break a lace every other session.
Dan: What!? Really?
Eric: Oh yeah. I just bought these today to see if they’d work better.
Dan: Do most skaters break laces that often?
We skated for a little over an hour and by the end of the session… the boot lace had broken.
And an idea was born…
The next day I set to researching to see if anyone had tackled this problem. To my surprise I could not really find anything. Then I recalled watching T.V. a few months prior and seeing a guy break out of a set of zip tie handcuffs using his shoelaces which were made out of nylon cord.
Was that the answer?
Making Laces Sucks Too…
But We Did It!
For the group of us, the next couple of weeks was a blur of; nylon cords, aglets, scissors, razors, crimping tools, lighters, candles, pliers, duct tape, internal testing and time… A LOT of time.
It was one step forward, two steps back with little victories along the way and a few failures.
What? The aglets are supposed stay on?
Yes, that happened…
In the end, we had some really cool looking laces that were super-duper durable. We were totally in love with them BUT… were we just drinking our own Kool Aid?
So We Had Some People Test Them Out… They Loved Them!
As I mentioned earlier we are located in San Diego, specifically Clairemont, home of the Krause Family Skate Park.
Over several days and weeks we doled out prototype laces to visiting and local amateurs and pros alike.
The response was nearly universal.
Immortal laces… Ruled!
HERE IS WHAT
Immortal Laces™ are a premium skateboarding and action sport shoelace specially constructed to endure intense physical abuse from ripping shredders. Our laces are:
w/ High Tensile Strength
Resistant to Environmental Degradation
w/ Abrasion Resistant Metal Aglets
Immortal Laces™ are also the best way to customize your personal style while relieving you from inevitable shoelace breakage.
So while everyone is rocking shredded, knotted, super glued, session-stopping crappy laces you”ll be looking good and skating more.
(Now, we are not saying these laces will NOT break. That is pretty much guaranteed when you skateboard but these laces will far outperform any laces you have ever used in the past).
So, Are You Ready To Get Immortal?
For years shoelaces have been overlooked in the action sports industry, specifically skateboarding. Immortal Laces™ offer the perfect mix of enhanced durability, stylish design, high tensile strength and resistance to environmental degradation that elevates our laces to where they can outlast a typical shoe.