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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 was just this person from Minnesota, plus they were all taking pictures of my shoes,[url=http://giuseppezanottisneakerssale.webmium.com/][b]giuseppe zanotti men's sneakers Giuseppe Zanotti Official Outlet Shoes for Sale[/b][/url]," he said.
Back home in Minneapolis, the red shoelaces continued to turn heads. A real estate developer by day,[url=http://giuseppezanottisneakers.webmium.com/][b]giuseppe zanotti sneakers on sale[/b][/url], Hertz, 27, found that the pop of color gave his conservative business wardrobe a flash of personality. He needed more options but had a hard time finding a similar high-quality, waxed pair.
So in July 2011, he started his own company, contracting having a shoelace maker to assist manufacture his colorful product. He stored the initial inventory in his parents' basement. He called the colored laces Benjo's, a nickname his cousin employed for him.
"It sounded much better than Ben's Laces,[url=http://wheretobuyrogerviviershoes.webmium.com/][b]buy roger vivier shoes online[/b][/url]," he explained.
A little more than the usual year later, Hertz said, he's sold about 100,000 pairs. He's been written up in GQ and Esquire. He has accounts with Brooks Brothers and Allen Edmonds.
Benjo's rapid growth shows that this was a relatively untapped corner from the menswear market. Hertz fields orders all over the world and 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 brand 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 long from 27 inches for traditional sports shoes to 54 inches for boots. In the next month, he intends to debut a brand 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, always has been a business geek. He got his degree from the University of Arizona,[url=http://woolrichoutletitalia.albirank.net/][b]Woolrich Giacche Outlet online Italia Woolrich Piumini Vendita italy[/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 that upscale Minneapolis store Harold.
But when he looks back on his metamorphosis from fashionable property guy to menswear trendsetter,[url=http://parajumpersoutletjackets.webmium.com/][b]parajumpers outlet store[/b][/url], he thinks of the example set by his grandfather, Mike Diamond, whom he called zadie (Yiddish for grandpa).
"He wore the nicest stuff,[url=http://woolrichdeutschlandarcticparka.albirank.net/][b]Woolrich Parka Günstig[/b][/url]," 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,[url=http://duveticadoudoune.halod.com/][b]Doudoune Duvetica[/b][/url], he set his mind on high-quality waxed cotton. He soon started with a manufacturer in India however has them produced in america. The laces are woven on 100-year-old machines on the East Coast.
While larger quantities continue to be kept in his parents' basement, smaller orders are shipped from his Uptown apartment. He's doing brisk business,[url=http://woolrichschweizch.gengfl.com/][b]http://woolrichschweizch.gengfl.com/[/b][/url], but plans to stick with his property job at Nolan Co. He hired a part-time employee this year to oversee day-to-day operations. He estimates that 30 % of Benjo's business comes from online orders, while the rest is generated by stores like Brooks Brothers,[url=http://duveticadoudoune.halod.com/][b]Femmes Duvetica Soldes[/b][/url], 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 the penny loafers, of course.
"I'm betting the penny loafer would be the most popular shoe for men and women in spring/summer 2013," Hertz said.
Painting the pennies proved more difficult than expected. At first, he messed around with fingernail polish and spray paint. Nothing would bond properly -- something concerning the ion structure within the copper, he explained. Eventually, he found a local guy who paints airplane parts.
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