NEW YORK — New eco-conscious brand Sprout Watches looks to the sea for its fall collection, using fish skin as an alternative to leather to construct its environmentally friendly timepieces.

This story first appeared in the April 25, 2011 issue of WWD. Subscribe Today.

The company introduced its first line for spring 2011, and the watches comprised of organic cotton, corn resin, bamboo, mineral crystal, conflict-free diamonds and mother of pearl are currently available at the brand’s SoHo pop-up shop through May 27. But it’s not until fall that the watches created from carp and salmon fish leather — both nonendangered species raised for human consumption — will hit stores, retailing for $65.

“We loved that they were made from the by-product of the food industry and the idea of turning something that would otherwise be discarded as trash into something beautiful fit right in with the design spirit,” said Sprout Watches creative director Marcella Maselli, introduced to the concept last year after attending a seminar on sustainable materials in New York.

The brand’s eco-conscious timepieces are available at Nordstrom, Lord & Taylor and sproutwatches.com. There are about 70 styles in the combined men’s and women’s collections, and they range in price from $30 to $80 — a watch with an organic cotton strap retails for $30, and pieces with conflict-free diamonds as index markers and mother of pearl faces can go up to $80.

New eco-conscious brand Sprout Watches looks to the sea for its fall collection, using fish skin to construct its environmentally friendly timepieces as an alternative to leather.

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