Whether art, music, fashion, or culture; originality means many things to many different people. But it is unarguably about a commitment to where things began and a passion for where things are going.
Growing up in Hawai’i as an advocate to Hip Hop culture with a love for authentic Reggae music and relating to the stories of western society’s domination over indigenous culture, Steve Fountain, Founder of LACER Headwear, realized that Hip Hop, Reggae and Hawai’i all share one important connection: deep roots. Steve’s inspiration from rooted culture is the foundation for the newest hybrid product in urban fashion, the LACER cap.
“Fresh” is a term that couldn’t be more relevant when first looking at a LACER fitted or snapback. Its design showcases a concept of evolved originality. LACER Headwear is a patented design that utilizes interchangeable shoelaces as its signature and authentic look. Inspired by the history and array of creativity within the sneaker industry, the LACER is a blank canvas product that allows the evolution of sneakers to be relived within a baseball cap.
As a visionary designer facing many obstacles in the multinational corporate world, Steve grew more determined to see his creation come to life.
“I wasn’t going to let such an original design just fade away without putting my all into it. Even if some people weren’t feeling it, there were still those people who fell in love with it. What really caught my attention was when we showcased the product at a trade show and every large retail buyer, brand, and manufacturer overlooked us, but every kid with a skateboard or wearing headphones stopped and asked where they could get one of our hats. That’s when I knew we had something,” – Steve Fountain
Not knowing how the world would accept his innovative creation, in 2007 Steve reached out to native New Yorker Mike “Duzzy” Zarcone, to bring a more modern, realistic experience to the brand. Immediately the gap was bridged between Hip-Hop’s birthplace and Lacer Headwear.
“Lacer is brought to life by the individuals who wear it and share our belief that being original is not something you wear, but a way in which you live your life. We’re not owned by some corporate giant, mass marketing recycled ideas; we’re just hustling to keep our brand safe and original. We believe that when you wear a Lacer you voluntarily make it your personal stake in keeping root culture alive and healthy,” – Mike Duz (@lacermike)
It was underground enthusiasm from every creative circle imaginable that kept Steve and Mike focused. Steve admits he considered Lacer’s lack of widespread commercial reception as a testament to its originality.
“Originality only exists within the minds of the true authentic.” – Steve Fountain
It should be stressed that LACER’s initial struggles remain a tribute to LACER Headwear’s maxim of evolved originality.
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