25/08/2011 | by Uli Köhler
Snowboard wizards and young entrepreneurs, Eiki and his younger brother Halldor (aka Helgason brothers), have launched the world’s first buckled shoelace belts 7/9/13.
The brothers recognized that a normal shoelace belt never tightened properly and proved to be impractical. They soon discovered that the solution was a buckle that allows the belt to stay put and release quick for comfort and functionality. Mixed with kick-ass colorways and individual pro-model designs 7/9/13 creates a new definition of belt loop style.
“We wanted to start a new brand where we could get creative and just have fun. Belts are normally standard and very boring so we thought it was perfect for us! We only wear shoelace belts but wanted to find a way to make them work better and design some sick graphics” says Eiki.
The superstitious name comes from the Icelandic expression that means ‘knock on wood’ or ‘touch wood’ and is used by the Helgasons when droppin’ in or whenever they need a bit of 7/9/13 on their side.
The brothers have pulled together the most creative snowboarders in the world to form the 7/9/13 team. “I’m very proud to have all our favorite riders on board, this is my dream team! These expert test pilots will wear, design and help develop the products” says Halldor.
7/9/13 will be available in selected snow and action sports stores around the globe and on www.sevennine13.com