Sustainability

Our Commitment

From the beginning, we’ve believed that quality and sustainability are inseparable.

Founded in 2021 by former Apple engineers and strap design specialists, our brand was built around one clear principle — that products made with care and precision last longer, perform better, and have less impact on the world around us.

We design every strap with longevity in mind — timeless in style, durable in build, and minimal in waste. Our approach is to create less, but create better.

Materials That Endure

We select only premium, responsibly sourced materials that are built to last:

  • 316L stainless steel — highly recyclable, corrosion-resistant, and long-lasting.

  • Top-grain leather — sourced from certified tanneries that prioritise responsible treatment and minimal environmental impact.

  • Durable silicone and woven nylon — engineered for longevity, reducing the need for frequent replacement.

Each material is chosen not just for its beauty and performance, but for its ability to stand the test of time — because true sustainability starts with durability.

Design With Purpose

Every strap we make is engineered for versatility — designed to fit multiple Apple Watch models, reducing redundancy and waste.

Our packaging is made from recyclable materials, kept deliberately minimal to reduce excess, while still reflecting our commitment to quality presentation.

We prioritise modular design, ensuring that components such as clasps and connectors can be replaced or upgraded rather than discarded.

Responsible Production

We partner only with manufacturers who share our values — those who maintain ethical working conditions, fair labour practices, and low-impact production methods.

Our facilities use energy-efficient processes, and we continuously explore new ways to reduce our carbon footprint throughout our supply chain.

Longevity Over Waste

Our philosophy is simple: buy once, and buy well.

By designing products that last, we help our customers make more conscious choices — investing in craftsmanship that endures rather than trends that fade.

Every strap is built to accompany you for years, not seasons.

Sustainability isn’t a feature — it’s a mindset.