Dear all,
When we started out over a decade ago, our sole goal was to create considered solutions for the modern lifestyle. The one we could see ourselves moving towards amidst an era of digital transformation and new devices. One where communication is instantaneous, work is mobile, and the world is more connected than ever.
Designing for this modern lifestyle, it’s always been important that we keep our finger on the pulse of what that modern lifestyle really is, and what we, as a society, hope it to be. More than ten years later and that lifestyle’s seen some changes. Things that mattered when we created our first Pop Phone might not matter as much now, and things that were overlooked back then demand urgent attention today.
Creating planet positive products was initially not a main priority for us. But the more we create and by effect the more we consume, the more we see our tendencies for overabundance and the emergency that is protecting our home.
With that in mind, we’ve been thinking about how we can refine our purpose to better reflect the needs of this new world. So we’re here to share with you our new brand promise, to not only design for our modern lives with tech, but for everything to be Designed for Life.
We chose these three simple words to encapsulate everything we stand for as a brand. In essence, Designed for Life represents three main objectives:
- Design for a long product life: We’ve always designed for quality and durability, but we’re bringing universality to the forefront, too. We hope to design long-lasting universal solutions that, wherever possible, are compatible across devices and can still be used when you change or upgrade your tech; finished in timeless designs that aren’t just passing trends, so you’ll never feel like they’re out of style. Buy once, use it for years to come.
- Design to conserve the planet’s life: We’re reducing waste by extending product lifespans, while also incorporating plant-based and recycled materials as far as we can. We hope to breathe a second life into material waste to save them from landfills, reduce emissions from the production process, and find lower impact logistics solutions to get our products to you.
- Design for use in everyone’s life: We’re in the business of creating lifestyle accessories, so what we design needs to be just that – used in life. We hope to design simply and functionally, choosing to create only things that are actually useful in everyday life.
Already, we’ve put this mindset into play. Our original Sling was designed with what we termed the Clic Lock mechanism, a tab you lock in place that only fits the notch in our corresponding line of iPhone 13 cases. To put it bluntly, it’s not something we would create today.
Taking everything we learned from that range of cases and accessories, we upgraded our Sling solution to be more universal, so you can use it even when you change cases or phones. Recycled, universal, and durable, our Universal Slings go to show that we’ve lived by these values without even realizing it.
As we had continued to grow as individuals and as a team, this Designed for Life direction seemed to emerge on its own. Today, we’re solidifying it as our new North Star, challenging ourselves to question everything we do and create on the daily – does it further this vision?
Are we close to reaching our goals? Not yet, but it’s under way. But we’ll probably never fully get there. While we’re miles ahead of where we began, with each milestone we’ll realize our potential for more – for better. Designed for Life is an unlimited destination of continuous improvement, one that will guide us as we inch closer to the future-looking brand we’ve always aspired to be, and as we cater to the modern lifestyle, whatever that life becomes.
Igor Duc
CEO & Co-Founder
