Every day approximately 8 million pieces of plastic pollution make it into our oceans. Single use plastic is used on average for 18 minutes before being disposed of, where it will take anywhere from 200 to 1000 years to degrade. During the process of degrading each piece of plastic will also break down into micro plastics, affecting our food and water sources, even being precipitated into rain clouds and raining plastic into sensitive ecosystems.
Every year approximately 15.3 billion trees are cut down, equating to over 333 million tonnes of carbon dioxide absorption potential lost. Global carbon dioxide emissions are currently at higher levels than ever recorded, and we're clearing trees and forest areas at a rate far higher than we're replacing it.
In the United States, nine-tenths of all solid waste does not get recycled. Landfills are one of the biggest contributors to soil pollution, leading to the potential for the release of toxic and harmful chemicals into the environment, and the risk of diseases to both ourselves and native wildlife.
As of today, roughly 80% of the items buried in landfill could have been recycled instead.
We don't believe that a single change can reduce and reverse the effects we're having on our world. But we do believe a mass change in how we think about our actions is the best way to start.
Products that prioritise the environment in the way they're produced, distributed, and disposed of at the end of their life shouldn't just be a way for companies to attract a specific type of customer. It should just be the normal way of doing business.
You shouldn't have to make a choice between the planet and quality. You should love what you have, and also get to feel great about where it's come from knowing you've had a minimal effect on the planet.
We don't want to take advantage of how the world's changing for the better, we want to magnify the waves and enact the change faster. We want to give you an alternative to the normal that you can love, while showing the world its possible to prioritise the planet at the same time.
We want to change the world by example, and change the global attitude towards how we all expect companies and businesses to operate.
The New Way
We're in the middle of bringing our idea to life. A watch that doesn't need batteries, and is equally at home in the wild tolerating abuse, as well as looking the part when you're back in the office on Monday. The last watch you'll need, that you won't be throwing out after just a couple of years, that has the aim to change the attitude of the entire world.
Plastic free packaging, scratch and impact resistant construction, timeless minimalist design, purchases fund forest regeneration and ocean cleanup projects, canvas strap made from recycled plastic, leather strap made from vegan leather with no toxic production chemicals, battery-free operation, a negative carbon footprint, and unwavering in our mission to change the world by example.
Stay tuned on our socials below as we inspire a love of the natural world, and update everyone about when we make our impact.