4th&Avery believes inspiration is not fleeting and an earnest desire for self-improvement can both transform and realize great success. A prescient philosophy for a brand based in minimalistic luxury and accessory designs. But not even 4th&Avery’s clairvoyance would prepare the brand for its next act.
In 2018 the goal was simple, design a minimalistic watch that represented the founders personal taste and lifestyle. 4th&Avery ultimately would expand on that vision and become an expression for specific taste with a desire for distinctive lifestyle products with each design representing a global influence but with a minimalist’s approach. Their first design interpolated the classic NATO G10 strap. The NATO G10 has its roots from the British Ministry of Defence and was widely popular amongst soldiers deployed to the battlefield. 4th&Avery first experimented with the NATO G10 straps tri-colored concepts made of nylon accented by steel fasteners dipped in rose gold before exploring solid and bi-colored customized colorways.
After 2 months of positive feedback from peers and strangers alike, the requests for customized NATO strap designs began pouring in. Today, 4th&Avery has over 10 NATO watch designs, leather and crocodile strap options, and has expanded their collections into other luxury accessories such as women’s sunglasses, travel bags, and cashmere overcoats coming available winter 2021.
More information can be found at http://fourthandavery.com
4th&Avery accessories express a specific taste and desire for distinctive lifestyle products. Each design represents a global influence but with a minimalist’s approach. From the custom designed bands to the rose gold accents, 4th&Avery is committed to delivering quality of craft and customer service.