Obsession Drives the Made-To-Order Elegance of These Headphones
Custom-fit technology can be a beautiful thing
Normal is a company built on a business model where each pair of its headphones are made-to-order accessories that serve as an extension of one’s DNA; these little earbuds are made to mold and fit the shape of your ear whose uniqueness borders on that of your fingerprint. So how does the company manage such a dedicated process?
Naturally, it all starts with ears: you download the Normal app, take a couple of pictures of your ears (you use a quarter for scale), and within 48 hours, the company will turn those photos into an optimized listening device that meets your color and sound preferences. All you have to do is choose a color scheme and the headwear gets customized for you. Customers can engage the brand throughout the entire manufacturing process at their New York retail store, a fully equipped factory with 3D printers, laser cutters, audio testing equipment, a paint booth and full assembly line.
Recently, the company unveiled two new types of headphones. The new fit technology could suit any lifestyle with its stylish compact nature, and offers customized solutions for those with on-the-go lifestyles.
‘Small,’ ‘medium’ and ‘large’ are no longer adequate descriptors in our modern age says CEO Nikki Kaufman, who spoke at PSFK Conference in 2015. She believes that design and aesthetics don’t need to be comprised for the sake of comfort. A level of comfort that is almost as obsessive as it is unique for every customer.
The New Normal makes a bold fashion statement as it uses premium materials for the new line of headphones. They boast wireless Bluetooth connectivity and an 8-hour battery life, integrated USB charging, and a microphone for calls. Typical “wireless” headphones require you to travel with a charging cable. The built-in USB allows you to plug the New Normal directly into a computer, external battery, or USB wall port. So you have a compatible charger anywhere you take your headphones.
The two lines bring style to the world of custom-made devices that fit every aspect of your ear.
The Suit: Made with hand-stitched Napa leather, these headphones are designed for executives, travelers, and anyone who wants styles from their headphones. The suit edition is built of premium leather & precision-machined metal. It has champagne anodized aluminum components.
The Sweat: Made with sweat-resistant silicone, this model is built for runners, athletes, and people of all ear sizes. The sweat edition is water-resistant and is perfect for long runs, short runs, and people that only dream of going on “runs.” At fifty dollars cheaper than the suit edition, it’ll make your wallet just as happy as your ears. Black & champagne anodized aluminum components come with either black & red silicone straps.
Prepare for the new normal as style and custom fittings come together to create a beautiful and unique consumer accessory.
Originally published at www.psfk.com on February 25, 2016.