A long time ago (2011) in a galaxy far far away (Brooklyn) the Throne was ascended. Creative design genius, Joe Williams, started the Throne of String Lacrosse brand. Joe founded his company on the idea of innovation. He found that he had a niche to create products that fit the individual needs of players better than stock mesh you would find in factory strung sticks. Joe created YouTube videos to start off. Something as simple as a newly strung stick to product reviews. He had an instant following and realized his brand was jumping to the next level.
Fast Forward one year and Joe had begun creating his own mesh. 2012 was an interesting era of lacrosse as this was the first time in years mesh had been innovated. This was the transition from hard/soft dura mesh to wax mesh. Throne mesh was seen all over the place from youth fields up to the highest level. Joe was able to spread his brand to some of the biggest names at the time, including the MLL and NCAAA-eventually sponsoring the 2x national champion Duke Blue Devils!
Joe and his crew brought a status and lifestyle to the game of lacrosse that had never really been seen before. His beloved Throne Chronicles YouTube series were collections of everyday life working for Throne. These highlighted the day to day activities like stringing sticks and fulfilling customer orders, while also bringing a vlog of the squad playing lacrosse in the NYC area. The Throne Army loved the content and the brand/business was growing at unexpected levels. The mesh game continued to grow and innovate as semi-soft/semi-hard became the nom of the sport, Fiber mesh was released.
Fast Forward one year and Joe had begun creating his own mesh. 2012 was an interesting era of lacrosse as this was the first time in years mesh had been innovated. This was the transition from hard/soft dura mesh to wax mesh. Throne mesh was seen all over the place from youth fields up to the highest level. Joe was able to spread his brand to some of the biggest names at the time, including the MLL and NCAAA-eventually sponsoring the 2x national champion Duke Blue Devils!
Joe and his crew brought a status and lifestyle to the game of lacrosse that had never really been seen before. His beloved Throne Chronicles YouTube series were collections of everyday life working for Throne. These highlighted the day to day activities like stringing sticks and fulfilling customer orders, while also bringing a vlog of the squad playing lacrosse in the NYC area. The Throne Army loved the content and the brand/business was growing at unexpected levels. The mesh game continued to grow and innovate as semi-soft/semi-hard became the nom of the sport, Fiber mesh was released.
Next came the Vision series. Visors were not a big part of the sport at this point. You saw visors on a football field and on hockey players, that was it. Adding another aspect of pizazz- Joe brought tinted/colored visors to the playing field. While they were only legal in post collegiate/men’s league play, these visors were a hit. First of their kind and really brought a new era to style of the game.
2020 rolled around and LU partnered up with Throne for an LE release of FDNY/NYPD mesh packs in honor of the September 11th attacks. Paying homage to all those lost, the Never Forget series was something Throne and LU hold close to their hearts.
After 2020, Throne saw a small halt in the brand. Joe was still living out his dream playing, eating, and breathing lacrosse. The Throne brand remained alive, but Joe had sparked interest in other markets and starting pursuing additional dreams. While Joe may have went quiet on his social channels, the innovation didn’t stop.
Fast forward to 2025, one of the biggest stories in the sport emerged. Lacrosse Unlimited is proud to have acquired Throne of String and bring Joe Williams on board back to the sport that started it all. We are extremely excited to get to work with Joe and get a deeper dive into all of his ideas that truly changed the sport of lacrosse. As Joe said, “silence was never my surrender”, get the word out there- Throne is Back.
With Joe’s innovative background and LU’s principles of Always Custom, we cannot wait to see what the future holds for us. Word on the street is there may be some Throne product flying around our stores……head over there while you still can. If you’re lucky enough to get your hands on some, make sure to tag us @lacrosseunlimited so we can spread the love that Throne is back. While Williams may have done some work behind closed doors, the reign has resumed and the Throne has risen once again.
