ZOX wristbands combine uplifting messaging, a commitment to sustainability and the limited-edition “drop” model of releasing products popularized by streetwear brands. Founded by three brothers a decade ago, ZOX is committed to giving back. Each wristband is made from recycled water bottles, and according to the company, every order provides “a year of clean drinking water for someone in need.” Thus far, ZOX has raised more than $660,000 to help The Thirst Project dig wells in rural areas around the world.

Jason Kuipers, ZOX

Jason Kuipers, founder and CEO of ZOX, talks about the enduring popularity of wristbands, how to create a collectible product and why meeting Michael Jordan was the pinnacle of his professional career.

Q: How did ZOX get its start?
A: Back in 2010, I decided that I needed a bracelet to match my shoes for the day – a pair of lemon-lime Nikes. I ended up going to craft stores to get elastic, some thread and a few paint markers. At home, I painted the elastic with the green markers and sewed it together to form what we now refer to as the very first ZOX. At the time, I never expected it to be much of anything. In fact, it wasn’t until I wore it back to Michigan to visit my family, and my younger brothers saw it that I thought of it again. 

That first evening back in Michigan, my brothers and I bought more elastic and paint markers, determined to make some fun designs. The next day, my brothers wore their wristbands to school and received countless comments from friends asking where they could get one of their own. That was the very first glimmer that we might have been onto something special. 

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Q: Why are wristbands, in general, popular?
A: Wristbands are easy to collect, stack and accessorize. In our case, in particular, I think they’re popular because of the reminders they provide just as much as the beautiful art.

Q: What sets your wristbands apart from other ones on the market?
A: One thing that was really important to me was the idea of reversibility with a purpose. We refer to ZOX as little hugs for your wrists – they’re uplifting and encouraging reminders that you can share with everyone (by wearing the words on the outside) or keep to yourself by wearing them on the inside. The key to making that feasible was having phenomenal artwork on the reverse so it truly felt like both sides were great options. 

Then, we began to look at how they’re used. On average, we’ve found that over 70% of first-time buyers are getting the wristbands as gifts for others. This led to us working to make the collector cards that come with each ZOX meaningful. They’re almost like a miniature greeting card that helps you say the words you may not have been able to find yourself. Combine that card with a powerful reminder someone can wear each day, and I think you discover why ZOX are so easy to gift: They’re an easy way to remind someone, day after day, that you care about them. 

On top of that, I feel like the collectability of ZOX has taken us to a whole new level. The secondary market for the pieces we make, with every single one being individually numbered, has gotten to a point I like to refer to as “Beanie Babies, right before everyone heard about them.” While all our wristbands sell for $10, on the secondary market I’ve seen some trade hands for as much as $1,500. As a creator, this is a feeling that’s really hard to put into words. 

#ZOXTip: Did you know you can add charms to your singles for some bling? Find your favorites here: https://t.co/AF6jamljfb

Here's a pic of what it looks like: pic.twitter.com/qnSNpkKv6Q

— ZOX (@zox) July 23, 2021

Q: How have product drops helped ZOX build a bigger following?
A: Since the very beginning, we’ve always done drops. I think it was just fun for us to build up the excitement each week as we shared something new. There’s a lot of magic in that – in seeing people be excited about this thing you created in your mind and were courageous enough to make real. So many times we see the finished result of something great and think it must have been easy when in reality it took so much more than the creator lets on. Drops allow us to share some of those stories about the creation of each piece individually on a weekly basis, something I believe shoppers appreciate now. 

ZOX bands are reversible, so you can share the message with others or keep it to yourself. 

Q: Why is giving back an important part of your company DNA?
A: It’s who we are. We believe empathy is the way to make people feel seen and heard. At the end of 2020, we decided to go back and tally up how much we had actually donated that year, something we had never done in the past. In that year alone, we had donated over $480,000 in cash and over $150,000 in gifts to charities all around the world. These were numbers far higher than I ever imagined, and seeing them drove us to push even harder this year. I think leading with your heart inspires others – it’s how we’ve seen the level of following we have continue to grow at such an incredible pace. The world is full of kind souls, and ZOX just happen to be that icebreaker that bring them all together. They’re the real reason we’re able to contribute as much as we do. 

Q: Have you ever done any co-branded or logoed versions of the wristbands for other companies?
A: We have! Everyone from Nike to the NBA, NFL, NHL, Vans and many more. My favorite is one we did with Michael Jordan’s Celebrity Golf invitational. I have a signed number 0023 of that ZOX in my office, still in its original packaging. The best part about that was actually getting to meet him and hearing him say he thought they were cool. As an ’80s kid, this was the ultimate feeling of “making it” to me.  

Each ZOX band is packaged with a collector card. 

Q: What’s on the horizon for ZOX?
A: A lot. In 2020, we focused more than ever on becoming a truly sustainable brand that could lead the way in environmentally friendly products. We did that by completely changing the way we mill our elastic to use polyester made from recycled water bottles. Now, every ZOX we sell is taking the equivalent of one 8-ounce water bottle out of our ecosystem and turning it into a positive reminder. I love that. 

In 2021, our focus has been on continuing to redefine the order fulfillment experience. We’ve developed a two-story tall “robot” that will be assisting us in not only getting orders out faster, but also making the entire act of ordering on our site more of an experience. We’re hoping to have it ready by the end of the year now that we’re settled into our new offices here in Austin. 

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