The Original Stretchlace makes elastic shoelaces that tie like traditional laces but stretch, turning any lace up shoe into an easy slip on. Founded in 2019 by Jamie Montz after she couldn’t find a simple stretchy lace without clips, clasps, or hardware, the company was built around the idea that everyday products should be simpler to use without sacrificing style. Today, Stretchlace offers lace solutions for sneakers, dress shoes, boots, and kids’ shoes that help runners, busy parents, military personnel, healthcare professionals, travelers, and people with limited mobility. The brand sells through major ecommerce marketplaces, retail partners, and directly to consumers, staying true to its belief that the best products quietly make everyday life easier.

Jamie Montz launched her career during Seattle’s dot com boom and has spent more than 20 years in ecommerce. Her first venture into entrepreneurship was opening a children’s educational toy store, where she combined retail and ecommerce to build a successful online business. The corporate world eventually called her back, but she always intended to return to entrepreneurship. Years later, after struggling to replace the stretchy laces in her oldest son’s shoes and finding only bulky alternatives with clips and clasps, inspiration struck. In 2019, on a shoestring budget, she founded The Original Stretchlace, an elastic lace that ties like a traditional shoelace but stretches, turning any lace up shoe into a slip on. Early on, an Amazon review from a customer recovering from a stroke changed how she saw the product. He typed the five star review with one finger after a friend installed the laces, writing that they had given him part of his independence back. What seemed like a simple convenience had become, for some, a meaningful step toward reclaiming their independence. Today, Jamie continues to grow The Original Stretchlace, creating products that make everyday life a little easier.