Loftie recreates the screen-free bedroom. As night falls, the light fades to signal bedtime. The phone vanishes. Gentle sounds replace the late-night scroll. In the morning, a warm, artificial sunrise precedes the alarm.
About twenty years ago, an alarm clock on a nightstand did little more than tell the time and brutally interrupt sleep at 7:30 AM. Then the smartphone arrived and, like many household objects before it, the alarm clock gradually vanished.
The problem? We eliminated the object, but not the function. And to save a few inches on the nightstand, we invited into the bedroom our emails, social networks, the news, and all the conversations no one should reasonably be answering at 11:47 PM.
This is precisely the paradox that Loftie wants to fix. Founded in New York by Matt Hassett, the brand rehabilitates the alarm clock for the smartphone era with an ambition that is almost counter-intuitive for a tech company: to help us use less technology in bed.
Its Clock thus reclaims the functions for which the phone had become indispensable in the evening, without keeping those that make us waste forty minutes on Instagram. It features a two-stage progressive alarm, sleep sounds, white noise, meditations, a nightlight, and a blackout mode to make the time disappear completely during the night.
Taste
No phones in bed · New York · Bedside rituals · Digital boundaries · Blackout mode · White noise
