TRIWA is an acronym for TRansforming the Industry of WAtches. Their aim is to add attitude to the conservative watch industry, summarized in their tag line “adding colour”. In a world full of male clichés and status symbols, TRIWA felt there was a lack of humor and creativity. The company was founded in Stockholm in 2007 by four individuals with the mutual belief that there was more to watches then the traditional time keeping device. With a growing youth segment using mobile phones instead of watches, an opportunity to create/present the watch in a new way appeared. To present the watch as a fashion accessory became the new concept. TRIWAs inspiration came from artists such as Yves Klein, Keith Haring and early graffiti art, which added colour to objects scarce from colour. By using traditional beautiful designs, exploring new materials and adding colours TRIWA managed to present a new concept to the market. The quirky watches became a popular complement to the otherwise conservative Scandinavian fashion. In 2011 TRIWA launched it’s first ever shades collection. The idea was simple yet new to the market; to add design, quality and colour at an affordable price. For every new collection TRIWA is looking for artists to interpret their statement ”adding colour”. These are artists which have found their own unique expression in a world full of copycats.