Hi, I'm Max, if you are like me, you've always liked the look of nato straps but hated the way they fit. How it lifts the watch off the wrist and is bulky on one side but flimsy on the other. For years, I wore my natos in different ways, even cutting them to turn them into single pass straps. I've tried them all, and they all left me unsatisfied. 

So I woke up one night with the solution, and went to work in the garage. Through many prototypes (the first one was sewn with dental floss), I finally solved it! Over the past 4 years, I have worked with the best strap makers in the world to develop and refine the "Zero-Pass" strap in a patent pending design.

I hope this strap brings the same stupid grin to your face as it did us. Please drop us a line on Instagram if you have suggestions or feedback!