Heavy Duty NATO StrapsBlack LabelColorful NATO Straps
American Production
How To Change A Strap
E-Gift Cards

Premium NATO Straps

Top quality NATO straps available
in all the essential colorways. Treat
yourself to the best this summer.
Click below to shop or learn more.
Shop Premium NATOs
  • Black Label Product Names

    Black Label Product Names


    This is week 7 of our Black Label Experience series, where we will be posting a behind the scenes view of our Black Label line over the coming weeks. View all the posts here.

    You may have already noticed the unique names of each of our Black Label products. In last week's installment, we talked about the design inspiration of the Black Label logo, including the fox head icon. In order to be easily identified and distinguished, we wanted each Black Label name to have a distinctive name. When it came time to decide on a naming convention, or common theme between all of the names, we explored several options. The route that we settled on included a tie in with the fox head icon.

    As we touched on last week, the fox head icon represents the sleekness of the Black Label collection. As it turns out, there are also a lot of names associated with foxes and what they represent. We researched the fox in various cultures, languages, time periods, and beliefs. Some of the characteristics we found were adaptable, guiding, strategic, wise, noble, cunning, and protective.

    Finally, we researched and chose names that had meanings and origins relating to the characteristics we found. Some examples are Oberon (nobility), Fennec (a small fox), and Sagan (wise one). Luckily we didn't have a shortage of names. After pairing names up with straps and rolls, we still had a solid list to tap into for future Black Label products.

    This installment was short and sweet. Next week we will be covering what went into the pre-launch week, where we introduced and teased the Black Label line. We had never quite done a product launch that way, and we put a lot of work into it!

    If there is an aspect of Black Label that you'd like to learn more about, please let us know. We'll be wrapping up this series soon, but are more than willing to squeeze in an extra week or two.




  • The Logo and Mark

    The Logo and Mark


    This is week 6 of our Black Label Experience series, where we will be posting a behind the scenes view of our Black Label line over the coming weeks. View all the posts here.

    Since Black Label was to be a distinct product line within the Crown & Buckle brand, it needed its own visual identity. In September 2015, we set out to define that identity with the help of our friends at Motto. On a broad scale, we knew from the beginning that we wanted the visuals of Black Label to be dark, clean, and high-fashion-esque. We started experimenting with logos, and created an internal document that hashed out some of the language we'd be using to define Black Label, much of which you can see in use on the Black Label page. A "mood board" for the photo style was also created, to help us stay on track during the multiple photo shoots of Black Label products.

    After a few different iterations, we settled on the logo design you see below. The full Black Label logo combines several elements. The first thing you'll notice is the low contrast, grey-on-black coloration. Our standard Crown & Buckle logo mark is at the top, anchoring the logo with a familiar element. The Black Label text in the center is a sans-serif font that plays very well with our standard logo mark, while being differentiated enough to stand on its own. The last element is the icon, which is used throughout the Black Label web page and embossed on all of the Black Label products.

    The icon is a free-form design that is simple, strong, and easy to remember and associate with Black Label. It may look like a ribbon or a banner at first glance. You might also be able to make out a fox head in the design. This loose association was to symbolize the sleekness and elevated nature (noble, wisdom) of the Black Label line. Used on its own or as a part of the complete logo, we really love the fox head icon. It is now Crown & Buckke's "iconic mark of quality."

    Did you see anything in particular in our logo before reading about it's origins? We'd love to hear about your impression!