Fashion brand Nooka has teamed up with designer Karim Rashid to create Yogurt – a colourful polyurethane wristwatch packed in a snack-sized plastic pot. The lid copy has fun with the food-meets-fashion concept and says the Yogurt delivers ‘pro-aesthetics and popular culture’ (rather than probiotics). With models like ‘Blueberry’ and ‘Non Fat’, the Yogurt sells online for $130.
By borrowing from another product category, the brand stands out for being unconventional, innovative and willing to look outside its own backyard for design cues. The copy’s humour keeps things in perspective, proving that accessories can be both style-forward and fun.