Senior Ryan Mason launched a Kickstarter campaign in the Guillot University Center in support of his company Luxe Brand.

Luxe Brand provides luxury leather shoelaces, many of which are made with lambskin, Mason said.

“Lambskin is actually one of the most soft and supple (leathers),” he said.

What sets Luxe Brand apart is that the laces are smooth on both sides, not just the top, like many brands, Mason said. He said the lambskin is also higher quality than traditional calfskin laces.

The goal of the 35-day campaign is to produce $100,000, Mason said.

Within the first hour, he said he has raised within the hundreds.

Right now, Luxe Brand offers matte and metallic laces.

“We will also be releasing lines after the kickstarter event,” he said.

These lines include thinner laces for dress shoes, wider for boots and suede laces, he said. They will also debut concept laces, such as specialty ones for running shoes.

“For some of our really high end laces, we’ll feature python skin, lizard skin and also stingray — different exotic laces like that,” he said.

For the Kickstarter, Luxe Brand will also have matte and metallic pink laces for breast cancer awareness that feature the symbolic ribbon on the aglet, or lace tip.

Mason has also created an Omega Psi Phi Fraternity Inc. lace, honoring his fraternity, that will feature purple and gold lace with Greek letters on the aglet.

Senior Corey Cunningham, one of Mason’s fraternity brothers who was present at the event, said he helps promote Luxe Brand because he believes it’s a profitable idea.

“I support my brother and his business,” he said. “I know he works really hard for it. It seems like a plan that will work (because) shoes are really in.”

Cunningham said he owns two pairs of the laces.

“I think they’re nice,” he said. “Could they be a little cheaper, yes. But they’re nice laces.”