Velcro just wants some closure

  @FortuneMagazine June 13, 2013: 7:13 AM ET
VEL01 velcro brit morin alain zijlstra

Velcro Industries has partnered with lifestyle guru Brit Morin (left) to highlight its hipper side. She shows her fans how to make everything from a spice rack to an iPhone case with the company's fasteners. Alain Zijlstra (right) became CEO of the global operation in October. He's leading a new management team set on doubling the size of Velcro Industries.


Brit Morin, known in some circles as "Silicon Valley's Martha Stewart," is ready to get crafty. "Today we are going to show you how to DIY your own 'catch and toss' game using nothing but an embroidery hoop, some Velcro One-Wrap tape, and of course a tennis ball," she tells her viewers with her characteristic zeal. A YouTube video shows Morin cutting strips of the fabric fasteners, then sizing and attaching them to the embroidery hoop. A glue gun is involved. The nearly two-minute episode wraps as the words "Catch and Toss Using Velcro Brand Fasteners" flash onto the screen.

Morin's love for the fasteners best known as an alternative to shoelaces isn't entirely organic. She's been hired by Velcro Industries to help turn the closure maker into a "lifestyle brand" à la Apple or Nike or Harley-Davidson.

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