The Vision

"The New Standard" has been used in bodybuilding for years. To be described as the new standard is to achieve a goal so completely that it raises the bar for everyone who comes next. These New Standards makes lifting equipment, but exists to help you set your own standard every f*cking day.

Who?  

These New Standards is the brand. My name is Forest. I train, I compete,I educate and I built this so you've got an answer when people ask where your lifting straps are from.

Why?

We wanted fit and function. We made fit and function. Enjoy a strap that's genuinely aesthetic and genuinely reliable.

How?

Trial, error and luck. Obsessing over the details others overlook. Every pair comes with a colour-matched carabiner to keep them as a pair.

Forest Bone, founder