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LOOP Provides Colorful Laces for Creating Custom Sneakers

The minute you purchase a pair of shoes and put them on, they become your own—but LOOP makes its products feel less off-the-shelf and more like custom sneakers.

The LOOP concept was developed by global design agency Sheridan&Co, targeting the fashion-conscious Millennial market. This target group is meant to be enticed with options to make the shoes customizable with a variety of colored laces. The choice of color is also reflected in matching details on the box, making the color choices clear. Since the all-white shoes themselves are quite minimal in their design, they could also serve as the perfect blank canvas for self-expression.

Playing off the round themes in the branding for LOOP, the packaging of the custom shoes comes in a tall tubular form that can be worn over the shoulder like a sling.