Animal

Animal was conceived back in 1987 by two surfers who were really fed up with continuously losing their watches in the water due to the straps breaking under extreme conditions. They came up with a solution in the form of a webbing and velcro strap that seemed to put an end to their problems.

Setting up 'production' in a back bedroom at one of their mother's houses, they began to make small quantities of straps and sell them to their surfing friends. They money raised paid for surf trips to far flung spots in Oz and Hawaii where the pair sold more straps to fund their storm chasing escapades.

The simplicity and rugged nature of the strap made it suitbale for crossing over into other action sports such as windsurfing, snowboarding, skateboarding, and mountain biking. First and foremost a functional performance product, the strap became a success and Animal was born.