About Lace

The Story of Lace - Chief Purist @ Bread & Butter

 

Real name? Doesn’t matter. He goes by Lace—and if you don’t get why, then you probably shouldn’t be here.

 

Lace grew up in Mumbai, back when sneaker culture wasn’t a thing. You either had Bata school shoes or those knockoff “sport shoes” from Linking Road. But Lace? He was different. He was the kid staring at grainy Slam Magazine pages, memorizing every crease on MJ’s playoff 11s, dreaming about the day he’d own something real.

 

Sneakers weren’t just shoes to him. They were time capsules. War stories. Art.

 

But as sneaker culture in India grew, something changed. The scene was getting taken over by hypebeasts—kids who didn’t care about history, only resale value. They camped out for sneakers they didn’t understand, wore them for clout, and flipped them before the tags were even off.

 

Lace hated it.

 

One day, at a sneaker event in Bandra, he saw a guy wearing Dior Jordans, talking about “investment pieces.” Lace asked him who designed the original Jordan 1. The guy had no clue. That night, he went home, grabbed an old white tee, and spray-painted across the front:

 

“SNEAKERS AREN’T STOCKS.”

 

The next week, five people asked where they could buy one. A month later, he was making more designs—some subtle, some loud, all carrying the same energy: a love letter to real sneaker culture. And just like that, Bread & Butter was born.

 

It wasn’t a brand. It was a project. A protest. A way to separate the real ones from the posers.

 

Because to Lace, sneakers weren’t about hype. They were about passion. They were about the people who wore them out, not the ones who kept them in boxes like trophies. They were about the designers, the athletes, the street kids who made them cool before Instagram did.

 

If you got it, you got it.