01. Philosophy

Antisocial manifesto

Canard was founded in London in 2026 as a rejection of the modern brand playbook. The industry standard—spending heavily on influencers, targeted ads, and manufactured hype—passes those costs directly to you. We call this adflation: the 30-40% markup you pay for marketing you never asked for.

We chose a different path: Antisocial Distribution.

We have no Instagram. No TikTok. No sponsored posts in your feed. We refuse to participate in the attention economy. This isn’t about being socially awkward; it is a matter of economic principle. By eliminating the marketing budget, we divert that capital entirely into materials, construction, and lower prices.

We adhere to strict "form follows function" design. Every product exists to solve a problem, not to generate content. Our conviction is straightforward: quality shouldn't be modest, it should be defiant. It earns attention through use, not promotion.

02. Name

The truth about the lie

A canard is a fabrication—a false story amplified until it feels like reality.

The internet runs on them. The digital economy relies on the illusion that visibility equals value, and that a sponsored post is the same as a genuine recommendation. It is a system designed to sell you the story, not the object.

We exist outside of that social echo chamber. We don't pay algorithms to interrupt your feed or influencers to hunt you down. If you’re reading this, you bypassed the hype machine entirely.

You found us because someone you trust told you, or you discovered us in a printed magazine, or saw us while browsing a publication you respect.

We focus on the reality of the materials, not the myth of the brand.

And yes, we named ourselves after the lie we refuse to tell.

03. Pace

We don't do seasons

The retail calendar is built on a trick—a schedule designed to make last month’s purchase feel outdated. It rewards speed over durability and newness over necessity.

We opt out. We treat clothing as industrial design, not disposable content.

We don't replace our collection every six months; we refine it. We release a product only when it is finished, and we keep it until we can make it better.

When you buy from us, what you own isn't tied to a season or a trend cycle. It's just yours. For good.

Shop the collection

Power Bank
Mug
Notebook
Umbrella
Tote
Backpack
Power Bank
Mug
Notebook
Umbrella

Paper Sample Wraps

Paper Sample Wraps

December 08, 2025

Paper Sample Wraps

We are currently deep in the material selection phase for our upcoming product line, specifically evaluating these raw kraft paper samples for our new packaging. Our goal is to strike the perfect balance between eco-friendly sustainability and a premium, durable feel. These swatches are being tested for their texture and structural integrity to ensure they not only protect the product but also elevate the unboxing experience. It is exciting to get hands-on with the materials as we narrow down the final choice for a truly authentic presentation.

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Junghans FORM Quarz Bauhaus Edition

Junghans FORM Quarz Bauhaus Edition

December 01, 2025

Junghans FORM Quarz Bauhaus Edition

Loving the new Junghans FORM Quarz Bauhaus limited-edition watch because it perfectly matches our respect for clean design and functional minimalism while still celebrating one of modern design’s great movements. The watch’s dial uses a subtle yet striking primary-color circle on the 12-hour markers as a tribute to Bauhaus’ teaching that colour is as fundamental as shape.  

On top of that, the FORM’s proportions — slim 7.0 mm stainless-steel case, anti-reflective sapphire crystal, date function, lightly luminous hands — give it that understated, timeless quality we appreciate in everyday objects.   When our work at Canard focuses on purposeful design, quality materials, and subtle aesthetic touches, this watch feels like it shares the same DNA. Get your here, directly from Junghans.

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Rejecting Adflation

Rejecting Adflation

November 27, 2025

Rejecting Adflation

Most DTC brands spend a significant share of every product’s price on social advertising—often 30–60% of the unit cost once you include paid placement, influencer fees, retargeting, and the constant churn required to stay visible in algorithm-driven feeds. None of that spend improves the product. It doesn’t upgrade materials, manufacturing, or longevity. It simply fuels the attention auction, where rising ad prices get passed directly to the customer.

We opt out entirely. No feed ads, no paid influencers, no affiliate codes, no sponsored posts. Every pound that would have gone to Meta or TikTok goes into the object itself: better textiles, better hardware, better engineering, and ultimately a lower price. Removing ad-flation means you’re paying for what you’re actually getting—something built well, not sold hard.

Read more about us and how we reject adflation.

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Battery Indicators

Battery Indicators

November 26, 2025

Battery Indicators

Exploring two approaches for the Power Bank’s battery indicator. Numeric LEDs give precise percentage readouts but require more space, circuitry, and visual brightness to remain legible outdoors. Five-segment LED bars are simpler, faster to read, and more durable, but they trade accuracy for a coarse 20% step view of remaining charge. We’re testing both to see which aligns better with real-world use, pocketability, and the overall design of the ecosystem.

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Aquaseal Zipper Tests

Aquaseal Zipper Tests

November 26, 2025

Aquaseal Zipper Tests

Evaluating YKK AQUASEAL zippers for our upcoming bags. Full waterproof sealing, zero swelling, and a glide that feels engineered rather than elastic. We’re testing how they behave under load, repeated flexing, and the kind of London-Paris rain they’ll face in real use. If they meet the standard, they’ll be integrated into the next round of prototypes.

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Notebook First Prototype Sample

November 24, 2025

Notebook First Prototype Sample

Paper factory manager inspecting the first prototype of Notebook. The grid lines are faint in the video so it's difficult to discern but the grid is made from our logo. We used a pure cyan ink at 25% opacity to ensure the grid is visible but with limited distraction to the user.

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Papersmiths Primo Pen

Papersmiths Primo Pen

November 21, 2025

Papersmiths Primo Pen

We’ve been using this pen for months, and it has quietly become a studio favourite. The colour is the first thing that wins you over—a warm marigold tone that feels both modern and slightly nostalgic, almost like a highlight on your desk. But the real joy is the fine writing point: crisp, clean, and precise without ever scratching. It makes quick notes, sketches, and margin ideas feel more deliberate. If you’re curious, here’s the exact pen we keep reaching for at Papersmiths

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Red Dot System

Red Dot System

November 19, 2025

Red Dot System

Product development is messy. These red dots you see clustered in the corner? Every component, fabric sample, and hardware piece that makes it past our initial testing gets a red dot. Simple system: if it works, it gets marked. If it survives drop tests, weather exposure, heat/cold extremes, repeated use, etc...it stays in consideration. 

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MagSafe Magnet Array Qi2

MagSafe Magnet Array Qi2

November 19, 2025

MagSafe Magnet Array Qi2

This rare-earth magnet array component allows for perfectly aligned connection between devices and ensures Qi2 standards. Testing various weight to strength ratios with this particular component at N52 magnetic strength, which is extremely strong. 

Qi2 uses magnetic coils that vibrate at specific frequencies (87-205 kHz) to wirelessly transfer up to 15W of power—think of it like two guitar strings that resonate together. The magnetic ring's job is to perfectly line up these coils, which older Qi chargers struggled with, boosting efficiency from around 60% to over 75%. The system constantly monitors itself through feedback loops to optimize power transfer and check for metal objects that could interfere (foreign object detection). Those N52 magnets generate about 13,200 Gauss of magnetic field strength, which translates to roughly 2-3 pounds of holding force—strong enough to keep your phone locked in the sweet spot where charging works best.

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Textile Close Up

Textile Close Up

November 19, 2025

Textile Close Up

Evaluating various elastic textiles and weave patterns.

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Qi2 Charging for Watch and Airpods

Qi2 Charging for Watch and Airpods

November 19, 2025

Qi2 Charging for Watch and Airpods

We were hoping to add magnetic charging for Apple Watch and Airpods but the magnetic connection is too weak. Watch and Airpods do attach by magnets but the small magnet (you can see if in the middle of the copper coils) is not strong enough to hold either device in any active environment. Not ideal for on the go charging. So we're going to skip this in V1.

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Qi2 Magnetic Array

Qi2 Magnetic Array

November 19, 2025

Qi2 Magnetic Array

Today we are creating multiple prototypes of the magnetic charging array. Qi2 standards are being implemented along with magnetic strength testing. The copper coils are what transmit the power between our Power Bank and the device.

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