Our brand name, BRCĒ, represents more than the products we make. It reflects both the strength and spirit of our company. From the start, our mission was clear: to build space-grade material technologies that “NEVER COME UNTIED™” Every lace we engineer carries at its core the same promise-never come untied, never lose grip, and never fray, no matter the conditions. Just as our technology braces athletes during movement, the name BRCĒ conveys a similar sense of stability, resilience, and protection.
Inspired by Strength and Stability
The name, BRCE, draws inspiration from the word “brace.” In movement, a brace provides stability, absorbs force, prevents failure, and supports what matters most. For our laces, the word symbolizes how our laces grip your feet and absorb the stresses of sport and daily performance.
Our patented Microscopic Inter-Lock Technology™ acts similarly to a brace at a molecular level. Inside each knot, thousands of micro-ridges interlock to maintain grip through motion, heat, rain, stress, and sweat. The result is a lace that functions as an invisible brace, supporting athletes, workers, and everyday wearers when pressure and movement collide.
A Name That Works as Hard as Our Technology
To make our brand unique and iconic, we reimagined the spelling, looking beyond language to its design.
- The central inverted “A”-designed as a subtle cross shape in our logo, resembles crossed shoelaces pulled tight
- The bold accent on the “Ē” represents the aglet of a shoelace
- Together, they balance function and style, a reminder that performance engineering and aesthetic clarity belong in the same sentence.
Why the name BRCE?
We often hear people say “Bryce,” “Brace,” or even “Breece” when they first read our name. Those variations reflect the versatility of our identity. Regardless of whether you pronounce it as brace, brece, or even B R C E our core message remains the same: stability, strength, and style that never quits.
Short. Simple. Built to Last.
The spelling choice was made for more than just aesthetics. We chose the name BRCE because it’s strong, compact, and memorable, just like our products. It is intentionally spelled and styled to evolve with our brand. And much like our high-tensile composites that define our cutting edge athletic shoe lace technology, BRCE is adaptable.
A Symbol of Expansion and Innovation
While we began by working with performance sports shoe laces, we didn’t stop there. BRCE’s platform is material-first and built to innovate, aiming to prevent a large share of common ankle injuries while preserving regular natural motion.
Every one of our product lines, including future lines, shares the same DNA: precision-engineered, micro-structured materials designed and rigorously tested to grip, protect, and adapt. The simplicity of our name leaves room for growth and anchors us in the discipline of real engineering. BRCE isn’t only a logo on our packaging it’s a standard of performance.
Rooted in Grit and Creativity
Our name also reflects who we are as a team. Born from a late-night problem-solving session, BRCE was conceived from the belief that design and science could merge to solve one of the oldest performance issues in sports: unreliable laces. Our laces are a result of experimentation, failure, and persistence, values we still hold to this day.
That energy and relentless curiosity are built into BRCE. The stylized spelling is modern, inventive, and slightly rebellious, reminding us of where we started and where we’re heading.
A Statement, Not Just a Name
At its heart, BRCE isn’t just a name. It’s a shorthand statement for what we stand for.
- Innovation grounded in real science
- Durability proven from over 17,000+ test cycles
- Relentless energy under any condition, such as motion, sweat, rain, heat or cold, not just on the bench.
- Design that never sacrifices performance for appearance
When people see our mark, we want it to evoke the same confidence that stability doesn’t mean standing still.
BRCĒ
built from the science of motion, named for the strength that keeps it steady.
