This iPhone-Snobbing Alarm Clock has a waiting list of 3,100 people


Most of us use our smartphones whenever we need an alarm clock, and that’s a problem for Matt Hassett. “When you have a phone in the bedroom you open the window to see that text from your boss or that tweet from the president and now you’re up all night. ”

To counter the digital tide, Hassett has developed the loft, an alarm clock designed to reduce stress, improve sleep and suppress those 2 a.m. urges. Designed by a former engineer at IDEO Labs (Hassett is also a former IDEO) with sophisticated curves and displays, the Loftie comes with relaxing gongs and nature sounds, an easy-to-watch screen and nightlight, a two-phase alarm and content such as breathing exercises and soothing bran baths.

Over 3,000 customers are on the waiting list to receive the Loftie next month. Most of these orders came from a Indiegogo fundraising campaign which grossed a quarter of a million dollars in sales last spring.

Hassett says he had no intention of making a clock or even a physical product. “We wanted to help people spend less time on their phones,” he tells me. “Americans spend between four and six hours on their phones each day and that’s probably a subsample. Over 60% of us say we want to spend less time on the phone. We wanted to make it easier for people to rest without having to use smartphones by default, as we do with everything else. ”

Hassett’s experience is in politics. He is a Harvard Kennedy School graduate who worked in disaster relief grants and loans before becoming Entrepreneur in Residence at IDEO in 2017.

The Loftie is as much a social mission as it is a commercial enterprise. “Living in balance with technology is a challenge we all face, and when we are out of balance it impacts our health, relationships and feelings of well-being,” Hassett says.

In addition, alarm clocks are generally zero. “They’re too bright, they’re unreliable, and they skyrocket your cortisol levels with loud sounds that make you anxious the second you wake up,” he says.

In an effort to make every room a sanctuary, The Loftie casts a warm glow to keep you from fumbling with your iPhone’s flashlight in the middle of the night. There are a variety of white and brown noise modes to block irritating sounds. A media player offers meditations and sound baths for immersive relaxation. The two-phase alarm wakes you up first, then “gets you out of bed”. There’s even a built-in light and audio signal that alerts you when bedtime is approaching.

Hassett sees The Loftie as the key product in a line aimed at living in harmony with technology. The company is developing a smart lamp that pairs with the clock as well as a children’s version of the Loftie. The subscription content will eventually add more wellness apps through the Loftie app.

From a technological standpoint, “we’re not going back to where we are now,” Hassett says, “but we can live with technology in a way that makes us feel better. Life is stressful enough in 2020. Waking up shouldn’t add to that stress.

The Loftie clock sells for $ 129. Pre-orders before October 1 include free shipping and a lifetime subscription to premium wellness content.

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