Serial entrepreneur, Guy Blaskey launches micro watch brand Detrash. The small batch collection of five designs are made with 80% recycled steel, on an ocean-plastic strap, with a Seiko NH35 automatic movement, 200m water resistance and sapphire crystal.
Detrash Founder, Guy Blaskey comments:
We’re all great at recycling now, but if we don’t start making products and valuing “from recycled” what’s the point? We want to ‘Make Trash Desirable’ so more gets recycled and we help save the planet’s resources.
Detrash is one of the first European watch brands to sign up to 1% For The Planet, an organisation created by Patagonia founder Yvon Chouinard. By signing up Detrash has committed to give 1% of turnover to planetary causes and have this independently audited by 1%FTP. Detrash aims to far exceed this 1% commitment.
Blaskey is passionate about watches. Upon selling his first business, Pooch and Mutt, in 2023 Guy spent his time looking watches “properly”. Blaskey comments:
“The main thing that amazed me was that unlike FMCG (my last business) very few companies are even trying to do anything ethical. It feels like every other industry is pivoting to do some good in the world, whilst the watch world is lagging behind. This is a massive shame, but together we can fix this”
A black watch with yellow numbers
The inaugural collection features five designs: Gotham’s Vigilante, Likemania, Midnight Sky, Player One and Poison Ivy. Made with 80% recycled steel, on an ocean-plastic strap, with a Seiko NH35 automatic movement, 200m water resistance and sapphire crystal. Each watch is available in limited batches, individually numbered with at least 1% of turnover goes to help the planet.
Detrash watches are available for pre-order online here.
Price £380
Socials: @detrash.watch