The next step…
Over the last year, we've worked on bringing elastic to photography. Our latest creation is the Elastic Camera Strap. When I first got my Fujifilm X100S a few years ago, I started using the default strap that came with the camera and realised that it was restricting my moves. I'm quite active when photographing. I like to grab unconventional angles. I stretch and bend and I realised that the camera strap was not flowing with me.
Designing Utility
It dawned on me that elastic could reshape my relationship with my camera. I set out designing a strap that, just like our wallets, would be one piece of elastic. But having a simple strap would not suffice and maximizing functionality we added slots for extra camera batteries and SD cards.
Usability testing
Over the last 3 months we've had a few photographers test our strap. With some great feedback we've fine-tuned the design and we're happy to launch the first version of our Camera Strap!