A mum has launched a new business which is aiming to make shoelaces the next collectable trend.
Alexis Hutchings, 36, of Southfields, came up with the idea for Aces Laces which can be collected and swapped by children.
The business recently won a leg up from the help of StartUp Britain and has been operating a pop up shop in Kings Road, Chelsea, since August 1.
Mrs Hutchings beat 800 other companies to use the space, shared with seven other entrepreneurial businesses.
A launch party took place on the first day of opening with people coming forward to say they were fans of the product, including children's presenter Sidney Sloane.
There are a total of 25 different laces to collect, which include graphic prints, graffiti icon and glow in the dark designs.
They also aim to steer children away from sugary snacks and can be bought to update an old pair of trainers.
Mrs Hutchings, who has a seven-month-old baby boy, said: "They are created for children, but it is not just children who are enjoying them - adults are buying them as a fashion accessory.
"Our target would be eight to 16-years-old. They are getting into the idea of the collecting and swapping of the laces.
"We really believe in it and are hoping to make something of this."
The shoelaces cost £2.50 a packet and are also available to buy online, with the business being fully launching in September.
Visit aces-laces.com for more information.
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