Home Cool Company Awards 2014 Meet innie, Anthill 2014 Cool Company Award WINNER

Meet innie, Anthill 2014 Cool Company Award WINNER [Micro]


Show your support for this outstanding company. Tweet this article. “Like” this post. Leave a comment. Share the love!

What are the Anthill Cool Company Awards?

The Cool Company Awards were launched in 2006 as a way for Anthill to acknowledge and celebrate Australian organisations that are doing things differently to bring about positive change. Cool Companies stay one step ahead of the rest. They breed leaders who are rule-makers and rule-breakers. They are trend-setters in attitude and action. Quite simply, they are … cool! More.


Company: innie
Website: innie.com.auState: VIC
Category: Micro

In 2013, Bart, a skater-dude who didn’t like the look of big floppy bows on his skate shoes got fed up with the discomfort of having to stuff his laces into his shoes to achieve a ‘bowless’ look.

After finding out that there was no commercial solution to his ‘first world’ problem, Bart set out to invent a solution himself, and that is how the innie, a small flexible clip that attaches your lace to the inside of your shoe, came to life.

How is innie getting its message outtie?

It successfully launched on Kickstarter and almost doubled its funding goal.

It scored coverage in Sneaker Freaker magazine, TimeOut, Sydney Morning Herald and The Age. It’s stocked nationally in City Beach and as of November VIC surf retailer Ozmosis will stock in 34 of their stores. PONY Shoes internationally collaborated with innie to offer Innie as a gift with purchase on their latest shoe range.

Here’s a brand that’s clearly KICKING beyond its weight.

“We are driving to change the behaviour behind laced shoes, we want innies to become as crucial to shoes as socks!” the team boldly declares.

innie is targeting both males and females aged 15-25 who wear laced shoes be it for skating or for casual activities, and are also fashion conscious, resonating with brands such as Vans, Globe, DC, Nike and Converse.

“Our target market shops at popular youth culture stores. They have high disposable incomes and deem fashion items as necessities. They go to music festivals, keep up to date with the latest trends and are heavily influenced by their peers,” they told us.

Running a start-up is very stressful. To keep the team motivated, innie has create a ‘F**k yeah!’ wheel. When a team member does something amazing, or completes a really hard task they, they get to spin the wheel.

The wheel features prizes like ‘have a half day’, ‘free lunch’ and ‘tequila shot’.

Hey boss, can we get one of those wheels too?


1. Tweet this post:

Use the Tweet button at the top of this page. Your tweet will say
“innie rocks Anthill’s 2014 Cool Company Awards. Booh-yah!”

2. Trigger a reaction on Facebook: Hit the “Like” button, also top left.
3. Leave a comment: Show your support! Share the love!