In a world where fast fashion reigns supreme and the average Australian disposes of an average of 23 kilograms of clothing to landfill each year, local brand Orbitkey is quietly building a movement in the opposite direction — and has raised more than $393,500 via its latest Kickstarter campaign to further that mission.
The eleventh round of crowdfunding by Orbitkey saw the B-corp-certified business raise funds for its new Daily Tote system.
Speaking to SmartCompany, Orbitkey co-founders Charles Ng and Rex Kuo reveal why, a decade later, the business keeps coming back to Kickstarter, and the nostalgia-fueled release the business is dropping next week.
Designing for decades, not seasons
With a generation hugely influenced by social media and viral trend moments, creating products that resist trend-driven obsolescence is non-negotiable for the business, the founders say.
“It’s something we think about constantly,” says Ng. “We’re passionate about designing gear that feels just as relevant 10 years from now as it does today. A big part of that comes down to really understanding who we’re designing for.”
According to the business, most of its customers are working professionals: “they value quality, function, and longevity”.
Ng says it is why Orbitkey focuses on simple, timeless shapes in neutral colours, which are built while incorporating modular features like interchangeable straps and internal pouches.
“That way, you can update or adapt your carry without needing to replace the whole thing,” he says.
Materials are also carefully considered, including water and dust-repellent recycled polyester, and custom aluminium hardware that holds up under daily pressure. Every product goes through rigorous stress testing — both in-house and in the real world.
They use the products day in, day out, and give us honest, unfiltered feedback. That’s what drives our product refinement — not chasing the latest trend.
Ng agrees it’s a slower approach than most, but “it means we’re building products people genuinely rely on, and still want to use years later”.
From Kickstarter to a global movement
Orbitkey’s commitment to thoughtful design has resonated deeply with its Kickstarter community.
“Kickstarter turns every backer into a true partner, not just a customer,” says Kuo. “We have brought together a passionate group of backers on Kickstarter who consistently come back for our new launches.”
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Kuo revealed over half of the backers from its last crowdfunding campaign came back for the Daily Tote campaign.
“We couldn’t be prouder.”
Kickstarter has not only helped build a community but also allowed the brand to maintain independence.
“By using Kickstarter as a platform to launch new products, we’re also able to stay independent and free from investors, focusing on the products that our customers truly need,” Kuo said.
“It helps bring new products to life by reducing the cashflow demands associated with launching new products and means we’re able to receive funding earlier on in the development cycle.”
With 11 campaigns under its belt, the numbers are telling: more than $8 million raised and over 63,000 backers globally in the past decade.
“For us, those numbers aren’t just milestones, they’re a testament to our commitment to every backer and the hard work of our team,” Kuo adds.
Proving value through use, not noise
Standing out in a market flooded with cheap, transitory products “has been quite challenging,” admits Ng, “but we’ve learnt that our message resonates more with customers through action, not just what we say to customers.”
Rather than chase viral moments or scream above the competition, Ng says the brand, founded in 2013, focuses on creating long-lasting products with a functional edge.
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“We’re not trying to shout the loudest. We focus on creating products that quietly prove themselves over years, not months. For us, that means sticking to timeless design, not following trends too closely. And always prioritising function — solving real, everyday problems — over things that just look good on the surface.”
That product longevity has become part of the Orbitkey identity.
“That’s probably why we still hear from customers using their original Key Organiser from 10 years ago. It might not be flashy, but it works, it lasts, and it still fits into their life today,” he said.
“Our hope is that 10 years from now, we will see people still carrying and getting value from our Tote Bag they purchased today.”
Scaling the right way
Orbitkey says its model is focused on meaningful, sustainable scaling, with the brand reporting a 60% year-on-year growth in its e-commerce arm over the past year.
“We’ve got several new products moving through design iterations and live testing right now — building on the momentum of our Star Wars and Marie Kondo collaborations,” reveals Ng.
“Next week, we’re dropping a nostalgia-fueled release inspired by the world’s most iconic cartoon crew… You know the classic mouse-ear silhouette and iconic red, black, and yellow palette. Keep an eye out!”
Orbitkey’s expansion includes not only its digital presence but also a growing physical footprint.
“In addition to e-commerce, we also work with 2,000 stores around the world, and we have quite a few shop-in-shop concepts planned for this year,” Kuo says.
The business is also expanding its lineup with travel-and-work essentials.
Source: bing.com
