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Benjos was born out of necessity rather than Ben Hertz's desire to enter the fashion industry. He was in Rome when his shoelace broke and stumbled upon a pair of red, waxed-cotton laces, strapped in and hit the streets.

Everywhere he went, people asked where he got his "shoes".

When it came time to replace that pair, Ben found it impossible to find red laces anywhere, so he had someone make them for him and Benjo's LLC was born to lends an accessible, premium means of expressing distinct style.