Shoelaces are usually not seen as important, but this brand wants to change that. Knot’d reduces plastic waste and reduces fossil fuels by producing shoelaces from 100% durable sustainable fibers. Knot’d also has a customization option, where customers can choose a design of their choice or upload their own creations/patterns. A lot of people are unaware of fast fashion and sustainable fibers, so why not start off easy and small; with their shoelaces. People deserve to have fun, personalized options, instead of the boring generic laces. The main branding of Knot’d represents the quirky nature of having fun shoelaces. Picking out shoelaces should be fun and simple, which is represented in the stylistic choices of this brand.