K•Swiss is returning to its roots. The Westlake Village, CA-based brand has unveiled a new identity tied to where it all began–on the tennis court. Designed by a newly appointed internal creative team, the brand identity pays homage to K•Swiss’s place as the only heritage American tennis brand.
Since being established in 1996 by two Australian teens, Los Angeles-based Royal Elastics has gone through an aquisition (by K Swiss in 2001) and dissolution (sold to the investment group REH in 2009) and now, after losing its way for a couple seasons, has finally rebounded. While still creating an array of athletic-inspired styles featuring the elastic-based closures it’s known for, the brand – which offers men’s, women’s and kids’ styles – is now putting its own spin on old school favorites like desert boots, oxfords and creepers.