In this episode of the Menswear Style Podcast, we sit down with Guy Blaskey, Founder of Detrash — a brand on a mission to shake up the watch industry.

After selling his first business in 2023, Guy took a step back to explore his long-standing passion for watches. What he discovered surprised him: while most industries are moving toward sustainability and purpose, the watch world has largely stood still. Outside of ultra-expensive, often inaccessible pieces — some reaching over £1 million — innovation and ethical thinking seemed noticeably absent.

Detrash was born to challenge that.

More than just a watch brand, Detrash is a passion project rooted in the belief that business can be a force for good. As the first European watch company to join 1% for the Planet, Detrash commits at least 1% of every sale — not just profit — to environmental causes, currently supporting Surfers Against Sewage.

Guy shares how the brand is championing alternative materials, from #tide recycled ocean plastic and 80% recycled steel to fashion industry offcuts, proving that sustainability doesn’t mean compromising on design. At its core, Detrash aims to redefine value — showing that “trash” can be transformed into something truly beautiful.

Because, as Guy puts it: what’s the point of recycling if we don’t value what’s made from it?

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