JOAGO was created in 2018 by a team of ocean lovers who saw first-hand the disturbing reality of ocean pollution. During a trip to Indonesia, our founders went surfing and found that the beach was completely covered in plastic. In that moment, the idea behind JOAGO was born. 

We researched where we could have the biggest impact, and decided to make our mark on the fashion industry by launching a luxury product made from ocean waste.

The fashion industry is responsible for an awful 1.2 billion tonnes of carbon dioxide equivalent (CO2e) emissions per year, and is a huge contributor to ocean waste.

The first product we’ve developed is our luxury watch. 20% of materials are made from ocean waste, with the remaining 80% made from recycled material. Our goal is to produce a watch 100% made from ocean waste.

Our high-end watches and products are made using sustainable materials, ocean waste and ethical practices. By committing to extract 1lb of ocean waste for each product sold, we want to play our part in the global fight to tackle ocean pollution and lead the shift away from destructive consumption to a zero-waste, circular system.