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The best sustainable products. All in one place.



We want to prove that you don’t need to be cruel to be cool.

We are a cruelty free watch company that gives back. Our values are simple, and that is to continually do the best we can do. We are always striving as a company to do better and to create a product that inflicts no harm to animals and as little to the environment as possible.

We are forever researching the most innovative fabrics we can use in our watches matched by our continual desire to develop our designs. So far, we have created straps made from Piñatex which is a natural leather alternative made from fibres extracted from pineapple leaves, a by product from the pineapple harvest. No extra land, pesticides or fertilisers are used in the production of Piñatex and provides additional income for the farmers growing this extraordinary fruit. Most recently we brought out our first range of apple compatible straps which are made from AppleSkin. We are soon to be launching a recycling programme to improve our sustainability even further!

  • No Child Labor
  • No Forced Labor
  • No Animal Testing
  • Fair Compensation
  • Safe Working Environment
  • No Ecosystem Destruction
  • No Increased Threat to Endangered or At-Risk Species
  • No Carcinogenic, Mutagenic, or Reproductive Toxins
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