The Detrash Likemania combines old-school design cues with new-school eco-friendly materials
Jamie Weiss
The watch industry is notoriously conservative – and not just because mechanical watches are in and of themselves a somewhat old-fashioned product. While some watch brands are starting to take sustainability seriously, the watch industry as a whole has been rather slow in reducing its environmental footprint. That’s why Detrash is such a refreshing prospect. This recently launched British microbrand, which is all about “making trash desirable” as its founder Guy Blaskey puts it, is making all the right moves: offering affordable, genuinely eco-friendly watches with solid, robust designs. The Likemania, its latest watch release, is perhaps the best yet, combining enthusiast-minded design cues with eco-friendly materials and solid tool watch specs.
A bit about the brand
Before I launch into this review, I think it’s worth talking a bit about Detrash as a brand first. Few microbrands seem to have sustainability front of mind, at least in their formative stages: they want to walk before they run. As you’d expect from a brand called Detrash, however, Guy’s all about starting out on the right foot. Detrash at launch signed up to 1% For The Planet, an organisation created by Patagonia founder Yvon Chouinard, meaning Guy has committed to give 1% of Detrash’s turnover to planetary causes and have this independently audited by 1%FTP – although Guy aims to “far exceed” this 1% commitment. Detrash is also working with Surfers Against Sewage with its donations and is shipping its watches in minimal packaging made from recycled and recyclable cardboard. The watch even comes in a pouch made from offcuts from the fashion industry.
Something I find very cheeky about Detrash is their concept of “Roger’s Cut”. “Rolex makes about 1m watches a year,” Guy explains. “They pay Roger Federer, who’s retired from tennis, a reported $8 million a year: that’s $8 per watch. Our plan is to give “Roger’s Cut” to charity instead of someone worth half a billion”.
“I think watches are a way that people express something about who they are, both to others and to themselves,” Guy elaborates. “Historically this has been more a show of wealth… More recently it has been a show of health with the likes of Garmin. Detrash is about showing that you give a sh*t about the world, and I think that’s more important. I wanted to make a great-looking watch but also wanted to make a watch that shows you can make premium products from recycled materials and a product that reminds you to do the right thing… Even if the right thing is just getting your recycling done, because it’s the cumulative effect of many small things that make big a big difference.”
The case
With that preamble out of the way, let’s talk about the Detrash Likemania’s case. Currently, all of Detrash’s models are variations on a common design, which features a case made from 80% recycled 316L stainless steel, a unidirectional diving bezel with a ceramic insert, a sapphire crystal and a screw-down caseback with a rubber hose-style cartoon character on the back (I like him, he’s fun). Its 200m water resistance rating, screw-down crown and bezel put it firmly in dive watch territory, although Detrash hasn’t explicitly categorised it as such.
It measures up at 41mm in diameter, 12.9mm thick and 47mm lug-to-lug – classic tool watch proportions – and is nicely finished, with brushed lug tops contrasted by polished bevels and a nicely knurled bezel. It lacks crown guards, but the prominent crown inspires confidence. Detrash also definitely get points for having a ceramic bezel insert at this price point.
The dial
If the aesthetic of the Detrash Likemania seems familiar, that’s because it is – in the best way possible. As its name hints at, the Likemania was inspired by 1950s Lemania tool watches, like the Dive Supervisor and 5012. “I love these watches and their designs, but they are pretty expensive and vintage watches are not practical to wear daily,” Guy explains. “I see the Likemania as the lovechild of the Lemania watches and a G-Shock: you get the vintage vibes, with more bulk and ruggedness.”
Accordingly, the Likemania features the most straightforward tool watch looks of all Detrash releases thus far, featuring a matte black dial with white serifed numerals contrasted by “old radium” coloured Super-LumiNova elements, including the hour and minute hands; 12 and 6 o’clock numerals; indice dots and bezel markings. Simply put, it looks great – a touch retro without feeling too old-school – and is the most eminently wearable Detrash yet.
The strap
The Detrash Likemania’s strap is one of its coolest elements. A two-piece NATO design, it’s made from recycled ocean plastic produced by award-winning Swiss firm #tide. Other watch brands that have utilised #tide’s recycled plastic include Timex, Maurice Lacroix, Certina and Norqain, but Detrash is the only microbrand to have done so – they’re in good company, though.
The movement
Under the hood of the Detrash Likemania is the venerable Seiko NH35, a staple movement for microbrands and one that’s hardly going to generate any controversy. Ubiquitous and robust if unspectacular, it features a 41-hour power reserve, hacking seconds and Seiko’s Diashock anti-shock system. It’s an ideal movement for a brand that’s aiming to “detrash the planet”, as it’s that golden combination of reliable and easy-to-service, meaning that it should be fit for purpose for years to come.
Detrash Likemania pricing & availability
The Detrash Likemania is a limited edition of 106 individually numbered pieces and is available now from detrash.com. Detrash has kindly brought the drop date forward to coincide with this article, especially for T&T readers, so get around it! Price: US$495, A$750, £380
| Brand | Detrash |
| Model | Likemania |
| Case Dimensions | 41mm (D) x 12.9mm (T) x 47mm (LTL) |
| Case Material | 80% recycled stainless steel, ceramic bezel insert |
| Water Resistance | 200m, screw-down crown |
| Crystal(s) | Sapphire |
| Dial | Brass with matte black coating |
| Lug Width | 20mm |
| Strap | #tide recycled ocean plastic two-piece NATO strap |
| Movement | Seiko (SII) NH35, automatic |
| Power Reserve | 41 hours |
| Functions | Hours, minutes, seconds, unidirectional diving bezel |
| Availability | Limited edition of 106 individually numbered pieces |
| Price | US$495, A$750, £380 |
Made in partnership with Detrash. However, the opinions expressed in this article are our own in accordance with our Editorial Policy.