It all started with a simple observation and a big question. Back when our CEO, Matt, was an Entrepreneur in Residence at IDEO in New York, he noticed just how addictive smartphones had become. Wanting to spark a change, he developed an app to encourage more mindful screen time. But the idea didn’t stop there.

Driven by the desire to build healthier relationships with technology, Matt embarked on a digital detox. During this reset, he searched for a replacement for his iPhone alarm but found nothing that aligned with his aesthetic vision or needs. That’s when inspiration struck: What if an alarm clock could be reimagined for a world dominated by smartphones? What if it could help people wake up—and live—better, free from distractions?

The concept quickly took shape. By combining modern aesthetics with the functionality of popular sleep apps, Loftie was born. From the start, the mission was clear: to keep the helpful tech while eliminating the distractions.

Industrial designer Greg Wolos guided us through the journey to our final clock design. To get to the root of our users' pain points, we met with potential customers in their homes, uncovering a desire for a device that felt natural, dependable, and purpose-built. Greg developed a series of prototypes, and we set out to see if the concept resonated with others.

In those early days, we hit the streets of Soho, New York, armed with mood boards and concepts. We exchanged $5 for five minutes of feedback, people shared their wake-up experiences, helping us refine our vision. Those candid conversations inspired key design choices as we returned to perfecting Loftie’s look and feel, meticulously iterating through rounds of hardware and software prototypes.

The next challenge was finding a name that captured everything we stood for. After countless brainstorming sessions, sticky notes, and cups of coffee, we landed on Loftie. It felt like us—inviting, modern, and just right. 

From there, our creative director, Lindsay, worked her magic. With early samples in hand, she led our first photoshoots for marketing campaigns and product pages, beautifully capturing the essence of what Loftie would become. Soon, the moment arrived: our first clocks went on sale—and they were a hit! Loftie quickly became a beloved companion for people looking to sleep better and live more mindfully.

As Loftie grew, so did our team and ambitions. We moved to a vibrant new office in Tribeca and launched an exciting addition to the nightstand: the Loftie Lamp. With its warm glow and calming features, it’s the perfect partner to our clock.

As we continue expanding our offerings, we aim to become your ultimate destination for all things sleep. From new products to wellness guidance, we can’t wait to keep helping you rest well and wake up refreshed.

Thank you for being part of our journey so far—we couldn’t have done it without you. Together, let’s keep dreaming big and sleeping soundly.