Our challenge was to create a watch strap that would be sustainable, comfortable, sharp-looking, would wear extremely well, last long and have competitive price. Well... We did it!

At the very beginning we realised that there is no need to use leather, metals or silicone rubber. All of those methods are resource and labour intensive. Also this type of products wear out quickly.

So today we're trying to go away from dependability on fossil fuels. We look back to what our ancestors were using, adapt to new environments harmonised with new breed of technological advancement, were sustainability, natural feel, minimalistic design and renewabilty are key elements and a new luxury.

And here comes merino wool - one of the most impressive materials, nature has to offer. It's been around with humans for thousands years and even saved their lives when environment conditions would become harsh to survive.

Merino wool is a natural thermo regulating material that keeps body at it's normal temperature despite environment changes. That's why it can be worn equally on the deserts and snowfields. So it's used to make textile, shoes, clothes, fashion accessories and ect. It's an expensive material that has a unique texture and feel to skin.

We have developed a technology that allows us to use merino wool in one of the most popular accessories - watches. At the moment, our brand is in a patent pending stage.

Merino wool usability solves many problems caused by usual watch bands (wrist sweating, quick wear out, allergies, uncomfy feeling, unsustainable production process and ect.), by providing soft, natural feeling, unique design and eco-friendly manufacture process. It's strong enough to keep your watch on a wrist but at the same time a little bit stretchy to make it suitable for workouts. Breathable and thermo regulating material prevents your wrist from sweating and helps moisture to evaporate before you even notice it.

Our watch bands are a real fresh air gust - never felt and seen before...