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About us

Our mission is to create a watch strap that is sustainable, comfortable, luxurious wears extremely well has competitive price and looks great.

Our vision is that there is no need to use leather, metals or silicone rubber. All of those methods are resource and labor intensive and usually products wear out quickly.

Today we are more and more trying to go away from dependability on fossil fuels. We are looking back to what our ancestors were using, adapting to new environments harmonized with new breed of technological advancement were sustainability, natural feel, minimalistic design and renewabilty are key elements and a new luxury.

Here comes merino wool - one of the best materials nature has to offer us that has been around with humans for thousands of years and even saved lives when environments were harsh to live in.

Merino wool is very good at low or high temperatures keeping body at normal temperature and dealing with natural body climate. It is used in performance textile, shoes, clothes, fashion accessories, is very expensive and has great texture and feel to skin.

We have developed technology how it can be used in one of the most popular accessories - watches and other wearables. It is patent pending technology.

Market now is filled with non sustainable, unnatural, non environment friendly, expensive to make bracelets or straps made of leather or other synthetics.

And our merino wool usability solves these problems, by providing soft, natural feel, versatile material to this market. It is new, and never been done before.

We give minimalistic, natural looking and feeling sustainable material. It is strong enough to keep your watch on a wrist but at the same time a little bit stretchy to make it good in workouts. It doesn't let your hand sweat as other straps do.