They started this business to help enhance your unique urban look. This business is also a product of necessity realizing that there were no truly premium shoelaces in our corner of the world. Additionally, the shoelaces we found were way too long. Our premium shoelaces are beautifully designed, extremely high quality and the perfect length. Oh, and one more thing, they believe in helping our fellow hoomans. 1 ringgit of every purchase goes towards buying a small hooman breakfast before school.