Guy Blaskey, Founder of Detrash / Watches Made With Trash

In this episode of the Menswear Style Podcast, we speak with Guy Blaskey, founder of Detrash (https://detrash.com/) , the independent British watch brand bringing sustainability, distinctive design and a sense of fun to an industry often dominated by heritage and convention. Guy’s journey into watches began after selling Pooch & Mutt, the successful pet food company he founded in 2008. Looking for a watch to mark the occasion, he noticed something missing. While industries from fashion and food to household products had seen the emergence of ethical challenger brands, the watch world appeared to have relatively few alternatives built around the same values. That observation became the starting point for Detrash. Guy explains how his background in advertising, branding and design helped shape a watch company that deliberately avoids creating cheaper versions of established luxury designs. Instead, Detrash produces limited-edition watches combining vintage influences, bold colours, reliable automatic movements and unconventional sustainable materials — including watch straps made using waste from Budweiser beer. We discuss why Guy believes the best products give their owners stories worth telling, how Detrash approaches sustainability without sacrificing personality, and why the brand became the first European watch company to join 1% for the Planet, committing 1% of its turnover to environmental causes. The conversation also explores the psychology of luxury and “mim