Laced is The BEST Sneaker and Streetwear Store in Australia
One of the first ever sneaker and streetwear stores offering an exclusive, globally-curated selection of streetwear labels is none other than Laced in Brisbane. Founded by good mates Phil Bonner and Clint (we don't know his last name) in 2006, it's certainly positioned as one of the original stores that brought streetwear and sneaker culture to Australia. It's one of those 'if you know, you know' sneaker shops, and has been the Gold Coast and Brissy sneakerhead's favourite spot for everything sneakers for nearly two decades and running.
Without pushing their advertising heavily on social media or Google, Laced has still managed to build up an impressively-sized, loyal following, using organic, old-school marketing techniques. One theory of mine is that Laced encourages customers to find them in the most organic way possible – through shopping in-store, or 'word-of-mouth' referrals. It's almost like uncovering a hidden treasure, and once you've found it, you can either keep it to yourself, or share the treasure with other people. Whether this is actually their business strategy, or they just have a lack of capital to invest into proper marketing, I'm not too sure. But I'm highly doubtful being a traditionally old-skool retail store is completely unintentional. Although, it's more than likely, they just don't have the capacity or funds to advertise as heavily as retail heavyweights. It's a small, locally owned, retail boutique against global conglomerates? Small businesses get destroyed by the big dogs online. It's virtually impossible to compete against JD Sports, Footlocker, Culture Kings and Accent Group in the digital world.
In saying this, we like that with time, along with providing an excellent in-store experience, Laced has been able to build a loyal fan base. It's refreshing that they're doing things differently online compared to other companies, that constantly shove content down digital-users throat. All you see on your social media feed is brands telling you to 'BUY, BUY, BUY!'.
For what is a gigantic following, when no one can connect with the brand on a personal level? What good is a retail business that offers products purely on a transactional basis and not an experience-based approach? With Laced, the experience is personalised, warm and unique. When you shop at JD Sports, it's strictly transactional. The staff don't care about you, and you're just there to buy a pair of plain white Air Force 1's (you're a basic b*tch for that one too btw). You're a number to them, and you're just mindlessly contributing to their yearly billion-dollar revenue.
When you shop at Laced – it's just so different. It feels cosy – it feels like a home away from home. The store is small, but it's packed top-to-bottom in some of the most exclusive clothing and footwear products from the best brands in the world. You're taken on a journey by the retail staff, who want to get to know you. They aren't just pushing for a sale, and it's not just transactional. They let you look around, and they offer you assistance if you need it. It's like they are your new friend you've just met at Uni. Maybe you are new to the scene, and just want some guidance on what you should cop (when there are so many option you've never seen before!). That's what makes this place special.
I'm also slightly biased towards this store, because I'm a local GC city boy, and love to have this store so close to me up in Brisbane. Personally, it makes the experience so much better, knowing that majority of Australian's don't know what the heck Laced is. Laced's main clientele are OG sneakerheads, hailing from Brisbane and Gold Coast (myself included). Only true sneaker and streetwear enthusiasts know about it, which means it has created a tight-knit community of like-minded individuals with the same passion, which I think is pretty cool.
Another surprising, yet peculiar feature about Laced is its physical shopfront. The shop is only accessible through an unassuming corridor located within an old building. Perched conveniently above their popular Laced coffee shop is a small room with groovy music – this is the shop Laced has called home for the last two decades. Up until June 2024, Laced has now vacated the area and has taken over the lease from collapsed retailer 199A. This is both a sad loss and a great opportunity. A sad loss because there were many memories and milestones in the first shop front. Also a sad loss because 199A was a locally-owned streetwear and designer retail store that have been squeezed out of business due financial woes in an extremely tough retail environment. But this is also a great opportunity for Laced to get some serious foot traffic and exposure. Hopefully both of which will convert into sales and a larger following. Although, this lease is only temporary and they are continuing to hunt for different shopfront locations.
Laced earning a reputation for its unparalleled selection of rare and exclusive kicks. With a keen eye for limited-edition releases and hard-to-find clothing labels, this boutique is a haven for sneakerheads and collectors. From coveted Nike SB Dunks to retro Air Jordans, Laced offers a diverse range of styles and sizes to cater to every taste and preference.
Shop Laced today.
I hope you enjoyed reading this as much as I enjoyed writing it 😄
Finn Lucci