Fashion laced to function-spun2

Posted: Sat 19:16, 07 Sep 2013

Fashion laced to work
Ben Hertz was looking at the Spanish Steps in Rome when he looked down and noticed one of his shoelaces had snapped. He quickly bought a random red-colored pair at a nearby shop. As he walked with the Italian city, complete strangers began commenting on his shoes.
"I only agreed to be this person from Minnesota, plus they counseled me taking photos of my shoes," he explained.
Home in Minneapolis,[url=http://wheretobuyrogerviviershoes.webmium.com/][b]buy roger vivier shoes online[/b][/url], the red shoelaces continued to show heads. A real estate developer by day, Hertz, 27,[url=http://woolrichdeutschlandarcticparka.albirank.net/][b]Woolrich Parka G��nstig[/b][/url], found that the pop of color gave his conservative business wardrobe a flash of personality. He needed more options but were built with a difficult time getting a similar high-quality,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers jackets[/b][/url], waxed pair.
So in July 2011,[url=http://peutereyjacketsuppliers.webmium.com/][b]Peuterey Jacket men[/b][/url], he started his own company, contracting with a shoelace maker to assist manufacture his colorful product. He stored the initial inventory in the parents' basement. He called the colored laces Benjo's,[url=http://duveticadoudoune.halod.com/][b]Femmes Manteaux Duvetica Soldes Femmes Doudoune Duvetica Pas Cher[/b][/url], a nickname his cousin employed for him.
"It sounded better than Ben's Laces,[url=http://rogerviviershoes.webmium.com/][b]sell 2013 discount Roger Vivier shoes outlet Roger Vivier on sale Roger Vivier shop[/b][/url]," he said.
A little more than the usual year later,[url=http://peutereyjacketsuppliers.webmium.com/][b]peuterey womens jacket[/b][/url], Hertz said, he's sold about 100,000 pairs. He's been written up in GQ and Esquire. He's accounts with Brooks Brothers and Allen Edmonds.
Benjo's rapid growth suggests that this was a relatively untapped corner of the menswear market. Hertz fields orders from all over the world and it is selling laces in almost 100 stores, from Martin Patrick 3 in Minneapolis to shops in Paris and Japan.
He's helped to make shoelaces the new pocket square.
Benjo's laces are available in more than 15 colors, with your names as "Nemo Blue" (dark blue) and "Monster's Spit" (aqua-ish). They range in length from 27 inches for traditional sports shoes to 54 inches for boots. In the next month, he plans to debut a new two-toned nylon lace intended to be combined with Red Wing-style boots.
Hertz, who was raised about the west side of Lake Calhoun, has been a business geek. He got his degree in the University of Arizona,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers vest outlet[/b][/url], spending part of his college career in Oaxaca, Mexico, studying economic development. When he soon started Benjo's he drew insight from his mother, formerly a buyer for the upscale Minneapolis store Harold.
However when he looks back on his metamorphosis from fashionable real estate guy to menswear trendsetter, he thinks of the example set by his grandfather, Mike Diamond,[url=http://rogerviviershoesshoponline.webmium.com/][b]Roger Vivier on sale online[/b][/url], whom he called zadie (Yiddish for grandpa).
"He wore the nicest stuff," he explained. "If he couldn't wear the nicest jacket, he wouldn't head outdoors."
That's how Hertz feels about shoelaces. When the budding entrepreneur began researching textiles, he set his mind on high-quality waxed cotton. He started having a manufacturer in India but now has them made in america. The laces are woven on 100-year-old machines on the New england.
While larger quantities continue to be kept in his parents' basement, smaller orders are shipped from his Uptown apartment. He's doing brisk business, but plans to stick with his real estate job at Nolan Co. He hired a part-time employee this season to supervise day-to-day operations. He estimates that 30 percent of Benjo's business originates from online orders,[url=http://peutereyjacketsuppliers.webmium.com/][b]Peuterey men[/b][/url], as the rest is generated by stores like Brooks Brothers, that might order 12,000 pairs at a time.
Hertz is hoping to spark the shoe world's next eye-catching trend -- colored pennies. For your penny loafers, of course.
"I'm betting that the penny loafer would be the most widely used shoe for males and women in spring/summer 2013," Hertz said.
Painting the pennies proved harder than expected. At first, he messed around with fingernail polish and spray paint. Nothing would bond properly -- something about the ion structure within the copper, he said. Eventually, he found a local guy who paints airplane parts.
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