An elite sporting background has instilled a never-say-die attitude in three high school mates.
That drive is what has spurred brothers Lewis and Alex Nolan and their friend Steven Ingram to make the transition into fashion.
The Nolans were contenders on Seven’s Australian Spartan earlier this year and are both stunt riders, while Ingram has played soccer in Europe.
Ready for their next adventure, the Perth men have banded together to create watch brand Lowkey Co, which launches on September 14.
“We had been pursuing our individual sporting dreams but we wanted to come together to create another dream,” Ingram said.
“As you get older it’s not as easy to make the sporting side work, but we all work so well together.”
Alex added: “We all got to a reasonably high level with the sports we did so we understand the value of hard work and the fact that nothing good comes easy.”
To find inspiration for their signature design, the trio travelled to the centre of Australia and ethically sourced red dirt to include in every timepiece.
“Having dirt in the centre of the watch is a constant reminder of the adventurous spirit,” Ingram explained.
“If people go overseas, they will always have the heart of Australia on their wrist.”
Lewis added: “We want people to wear the watch and know about the back story and the adventure we went on.
“If they are stuck at work, hopefully it will give them inspiration to get out there and do things they love.”
Lowkey Co’s Kickstarter campaign begins today, with supporters getting a hefty discount off their watch.
The men said future watch models would expand on their original concept, including references to iconic parts of the country.
“Ideally if we can pull off another collection, we want to give some money back towards charity and raise awareness for sustainability and wildlife,” Lewis said.