Nooka founder Matthew Waldman came up with the idea for his one-of-a-kind accessories line while staring at a large clock in a London hotel and having a flashback to his first-grade math class. Waldman's belief that “the future should not look like the past" translates into designs like the unisex SPONGELEVATE watch — a square, plastic yellow timepiece whose intuitive, artistic digital interface offers a graphical representation of time — and the Zub collection, whose polyurethane rubber watches are numbered according to the width of their wristbands (for example, the Zub 20 features a 20-millimeter strap). The bright blue silicone Asset Organizer wallet, polyurethane Strip belt and macaroni-headed NookaNooka collector’s toy are just some of the many other goods featured in Nooka’s collection, which has won over the likes of writer Takashi Murakami and the always fashion-forward Kanye West.