U-Lace: el cordón definitivo

Tim Talley, sneaker freaker devoto y dedicado, estaba obsesionado con cordones multicolores pero nada le funcionaba. Entonces, inventó su propio sistema que es tan novedoso y trendy que nos marea. En vez de un montón de cordones largos, un montón de cordones cortos. Las combinaciones son ilimitadas, o casi.

En síntesis, ¿cómo funciona? ¿Cuál es la mecánica?

U-Lace es un sistema de cordones modulares. Al contrario de los cordones típicos, donde 42 pulgadas de material se cruzan a través de 14 o 16 hoyuelos, los U-Lace van a 2 hoyuelos por vez. Para cada par de hoyuelos, se puede elegir un color diferente, y los cordones U-Lace de material elástico se traban tras cada hoyuelo, así que varios segmentos se cruzan para crear una ilusión de línea fluída. Es como si fuera un solo cordón realmente.

Es un breakthrough. ¿Cómo la recibieron los fans y la industria de las zapatillas en general?

El producto es realmente una partida de la forma en que el calzado se acordonó por décadas, así que al principio nadie sabía que pensar. Ahora, lo entienden y es una locura. Una vez que lo tocan y lo usan y empiezan a crear nuevos esquemas de color que les permite combinar su ropa mejor. Hay siete mil millones de combinaciones posibles. Cualquier sneaker puede ser una edición limitada. Primero lo lanzamos en Europa y Japón y fue un éxito. Ahora lo llevamos a Estados Unidos y va muy, muy bien. Va a estar en Brasil desde abril, así que veremos. Y la industria lo recibió muy bien. Sneaker Freaker, una revista importantísima, ya habló de nosotros con un profile y estamos haciendo una co-lab con Columbia Japan en una serie de seis zapatillas distintas que salen al mercado con U-Lace. Otros se nos acercaron también, grandes y pequeños, pero es un paradigma nuevo, y hay que ir tranquilos.

¿De dónde sale la idea?

Por tres años fui el jefe de diseño y negocios para la división de moda de New Era, 59Fifty, y el trend-spotter principal. Ahí afilé mis habilidades para buscar cosas nuevas. Después, comencé mi propia firma, y me fui a buscar novedades a Asia. En Harajuku, Tokyo, vi un par de zapatillas con cordones de seis colores distintos. Quería teneros a toda costa, enloquecí. Pedí verlos y me di cuenta que eran 6 pares de cordones de 42 pulgadas, y todo un rollo de cordón sobrante metido debajo de la lengüeta. Un defraude total. Pero pensé que a la gente le iba a gustar, que tenía que hacerlo.

Toma valor entrar en el negocio sneaker. No es para cualquiera.

Seguro, toma coraje y perseverancia. ¡Y dinero! O ayuda de cada amigo que tengo y fe en Dios. Eso es lo que me tomó a mí al menos para hacerlo. Ser un entrepreneur, estar solo y hacerlo, nunca es fácil, ni pasa tan rápido como vos quisieras. Los días de trabajo de 20 horas son muchos. Y hay que estar dispuesto a hacerlo o morirse en el intento. Si U-Lace no tenía éxito, hubiese terminado en bancarrota porque puse cada moneda que tenía y unas tantas que no tenía. Así que sí, toma valor.

Tu zapatilla favorita, entonces. Y la combinación de cordones correspondiente.

La Adidas Pro-Model 1970, un clásico. Nada complicado, blanca con las tres tiras negras, pero tienen que ser las originales de los 70s, donde las tiras están más separadas. Y la combinación, bueno, ¡no la tengo! Es como si fuera un pintor, U-Lace es la pintura y la zapatilla un lienzo.



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