Hickies has announced two new major collaborations for 2017. Hickies is the elastic lacing system launched by Gaston Frydlewski and his wife, Mariquel Weingarten, in 2012. In 2017, for the first time Hickies will be sold in the Adidas flagship stores in Berlin, Munich and Nürnberg. Additionally, in spring 2017, Adidas will be launching its first children's shoe with integrated Hickies on the Japanese market. Hickies is also collaborating with Swarovski with the launch, in the third quarter of 2017, of a special edition of exclusive Hickies with glittering Swarovski stones specially developed for the brand, which will be sold worldwide. In 2016, Hickies saw its sales double in Germany, while sales tripled in England. Hickies lacing system is made from memory-fit elastomer that flexes with the foot's movement.

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