Hickies created a no-tie shoelace system made from elastic fastening loops. The product was designed to convert ordinary lace-up shoes into slip-on footwear while keeping the shoes secured.
Hickies was founded by Dakota Rose and Michael D. Weiss, and the company used crowdfunding before appearing on Shark Tank. Its pitch focused on convenience, especially for athletes, children, and people who wanted to avoid repeatedly tying loose laces.
The product is sometimes confused with elastic replacement laces sold under other brands, but Hickies became particularly recognizable for its individual loop system. Each loop attaches through neighboring eyelets, allowing users to adjust tension and fit. Unlike conventional shoelaces, the system does not require a traditional bow.