Why a shoelace Kickstarter is going viral
The shoelace Bluelace Project reached its $25,000 Kickstarter goal in a mere 10 hours.
Wed, Nov 20, 2013 at 06:11 PM
Some Kickstarter campaigns trudge along slowly as funds barely trickle in, others meet their goals just in the nick of time.
And then there’s the Bluelace Project.
The clever idea envisioned by Flint and Tinder founder and chief executive Jake Bronstein, couldn’t be more simple: To produce quality shoelaces here in The States. But what the idea lacks in complexity it has apparently made up for in popularity. The Bluelace Project Kickstarter went live at 10:08 a.m. EST Tuesday; 10 hours later, the goal of $25,000 was met. And the “amount pledged” counter continues ticking up as the donations keep flowing in.
The shoelaces at the heart of the project are, yes, blue. But beyond their lovely azure hue, the beauty of the laces is the challenge that inspired them. Bronstein had earlier noticed that “100 percent” of the brands at stores where he shopped were produced in other countries. When he asked retailers “why?” they all responded that their customers didn’t care about domestically produced products.
To which Bronstein replies in the campaign video, “We call bullsh*t, but we need your help to prove them wrong.”
In an effort to remedy the situation, they headed over to shoelace maker, Sole Choice, in Portsmouth, Ohio, and asked them to make the best shoelace they could. The result? Blue, 51-inch-long, high-density, triple-braided, double-waxed cotton shoelaces with aluminum tips ... pretty to behold, and so strong they can drag a truck.
And beyond keeping your shoes on (or pulling trucks) with a durable, American-made product, part and parcel of the project is to take back manufacturing; wear blue shoelaces, show your support for domestic production.
“This symbol … could help break the ongoing cycle of outsourcing, offshoring, and making things cheaper, faster and worse,” notes the project’s plea. “Lacing up blue lets retailers know that you're willing to give a second look to domestically produced products.”
Watch strongman Matt Mills as he drags a 13,000-truck down a Brooklyn street, with nothing but a harness and blue shoelaces.
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