PUFF is a USB flash drive redesigned as a personal object that can be worn as a pendant, bag charm, or keychain. The device features 128GB of flash storage along with a custom OLED display that plays animations as you use it. These generative animations can be customized by the user and respond to movement and sound.

The launch edition is stainless steel, and the studio plans to release a sterling silver edition in the near future. Users can choose from a range of colors including Ruby, Sapphire, Peridot, and Citrine. Every device comes with a 128GB SD card that can be swapped out for a larger capacity card.

The device retails at $179 USD for the stainless steel 128GB edition and ships in August 2026. Pre-orders are available now.

Noware was founded by Harry Isaac and Sebastian Bidegain in Brooklyn, NY. The two met online in 2024 while both independently sharing their experiments in building wearable Bluetooth speakers. Harry had been making a viral product redesign series that included a transparent camcorder, an electric scooter that shoots bubbles, and a GoPro. Sebastian had been exploring electronics as functional sculpture, with projects like Rockorder (a lofi sampler built into a rock), a vape camera, and a bluetooth boombox made from a GameCube. Their first collaboration was Rock Camera (you guessed it - a camera built into a rock).

The shared instinct of the two's creative explorations led them to form Noware, a brand dedicated to creating devices that rethink physical form, interaction design, and defy expectations. PUFF is Noware's first product. In late 2025, Noware posted a video of an early PUFF prototype. In just 24 hours the video garnered 1.4 million organic views and 12,000 waitlist signups. What started as a studio project became a real product overnight.

Since then, the duo has been building in public - documenting everything from sourcing electronic components and finding vendors in Shenzhen to navigating a flash memory market squeezed by the global AI infrastructure buildout. A sterling silver edition is in development, timed against rising precious metal costs that make the window narrow. The whole process has played out online, taking Noware's audience along the journey for what it actually takes to bring an electronic product to market.

Noware arrives at a moment when people are actively looking for devices that don't look or feel like everything else. The two believe the resurgence in retro-inspired tech is a response to how boring modern hardware has gotten, rather than being about nostalgia. Older devices were weirder, more personal, more fun. Noware is designing for the culture's unmet technological desires: electronics that you want to hold, wear, and show off.