Madhav Agarwal and Tanvi Gadamsetti created BRCE to solve a simple problem, shoelaces coming untied at inconvenient moments. They began working on the idea in spring 2023 at a Michigan State University entrepreneurship event. Both were engineering students at the time. Madhav studied computer science with minors in business and supply chain management. Tanvi studied applied engineering sciences with similar minors. They focused on designing a lace that would hold its knot more reliably without requiring different tying methods.
Their approach centered on the surface of the lace. Standard laces are smooth, which allows knots to loosen over time. BRCE developed a structure with very small ridges and hooks. When the lace is pulled tight, these features catch against each other and increase friction across the knot and along lace crossings.
They tested early versions with Michigan State kinesiology staff and with more than 25 athletes at the college and professional level. Feedback from those tests led to adjustments in stretch, texture, and durability.
BRCE launched through its website, brce.shop, and sells directly to customers. The product line is organized by sport, with versions for running, basketball, racket sports, soccer or American football, and hockey. Laces are offered in multiple lengths and colors.
The company also entered campus retail. The laces appeared in a Michigan State store in September 2024, with plans to expand to other campus locations. The founders also participated in university programs and startup accelerators tied to Michigan State, including the Burgess Institute MOMENTUM program and the Spartan Innovation Conquer Accelerator, along with acceptance into Techstars in Baltimore.
The lace design is covered by a patent that describes a composite textile with micro-scale ridges and hooks. These features create directional friction when the lace is under tension. The company also references related international filings tied to the same design.
BRCE has been included in several investment and testing programs. Michigan State–affiliated groups placed the company in pre-seed and incubator tracks. In early 2026, Oregon Sports Angels listed BRCE as a portfolio company. The University Hospitals Haslam Sports Innovation Center began working with BRCE on product testing through its sports medicine program.
A children’s version of the laces is in the works. BRCE also runs an athlete ambassador program that accepts applications from high school, college, and professional athletes, as well as fitness creators.
