What is the story of how Secrid came to be?
The Cardprotector launched in 2009, but our Secrid journey started over a decade earlier. In the 1990s, we had our own design agency called Spirid. That is when we noticed a shift in the content of our pockets as the first electronic payment systems were introduced in the Netherlands. In 1997, as cash made way for cards, we created our first minimal wallet: the Secrid Bodycard.
Design work for clients such as ING, MaxiCosi and Quooker remained our focus professionally during that time, but Secrid was always in the back of our minds as we noticed our pockets undergoing a change again in the early 2000s. While smartphones put the world at our fingertips, almost all essential documents shrank to pocket size. We carried less, but what we carried was held dearer than ever before.
The financial crisis hit Europe in 2008 and work from our clients dried up. With 25 years of experience of working and living together, we felt this was the moment to follow our dream of building our own brand with a vision to change the way people viewed their pockets. It was then that Secrid shifted from a side project to our focus.
Can you share a little bit more about your team?
With an average age of 29, our team is young and energetic. We are a diverse family of over 100 colleagues, with wide-ranging areas of focus. For us, character is just as important as degrees and work experience. Our team is built on personalities – all of us have different backgrounds but are connected through creativity, humility and respect.
"For a long time, the pocket was seen as something necessary, but forgotten as an accessory. We strive to bring this little piece of clothing real estate back into the world of fashion."
What void in the fashion industry do Secrid products fill?
For a long time, the pocket was seen as something necessary, but forgotten as an accessory. We strive to bring this little piece of clothing real estate back into the world of fashion. What we carry with us in our pocket doesn’t have to be dull, and with our range of wallets we try to show people just that.
Can you share a little more about the wide range of innovative products in Secrid’s collections?
The Cardprotector is where it all started. It is the heart of all of our wallets. It’s hard casing made of aluminum protects your cards from bending, breaking and unwanted wireless communication. You can combine the Cardprotector with a Moneyband, to create that little extra bit of space, or a Cardslide for your business cards and cash. Then there are our wallets – built around our Cardprotector, we have the Miniwallet, Slimwallet and Twinwallet. Different shapes and sizes, made from premium leather and non-leather, to fit everyone’s needs.
Where do you find inspiration for these collections?
We find inspiration from all over the world. From trade fairs in Milan and Paris, to the streets of Tokyo and San Francisco. During our travels, we always look around to find new and exciting ways to innovate our collections. We also have agents all around the world who will keep us up to date on local trends changes.
"Designing is more than just giving shape to material objects, in fact, designing an object is all about creating a soul."
What is your favorite part about designing?
By combining technology and fashion, we are always finding ourselves in a very interesting position. We want to bring the best innovations to people with our Cardprotector, but on the other hand, we also want to imbue our products with something more. Designing is more than just giving shape to material objects, in fact, designing an object is all about creating a soul.
Can you share the significance of the ‘Made in Holland’?
Made in Holland is extremely important to us. When we started Secrid in 2009, nearly all production of small leather goods had left the Netherlands in favor of low-income countries. We felt this needed to change that and chose to produce solely in the Netherlands – from the production of materials to assembling them in sheltered workshops. Everything is done on Dutch soil. Nearly all of our leather comes from here as well, with the exception of a few which come from the finest producers in Germany and Italy. This way we can ensure the highest quality and the best circumstances under which our products are manufactured.
What sets Secrid apart from the rest?
Our dedication to high-quality products, innovation, the environment, and social issues. We believe creating a product is more than just turning a profit. We want to make sure our impact on the world is positive while creating a wallet that will last a lifetime.
What do you envision for the future of your brand?
We are always looking for new ways to innovate the contents of our pockets. We have some ideas, but sadly we are not at liberty to share these yet. In the meantime, we are always finding creative ways to present our wallets with new leather and non-leather, and new colors for our Cardprotectors and Moneybands.
What is the one piece of advice you would give to a new designer?
Think bigger than just your product. If you look at your design in a holistic manner, you start to see so much more than just the mechanical innovation you try to bring into this world. Who is it for? What does it do for the world? Where do you want your design to end up? Designing is not only the physical manifestation of your idea. Open your mind and your idea will become so much bigger.