The Puff necklace by Noware hides a 128 GB USB flash drive inside a chunky stainless steel design with a bulbous orange center, and WIRED's Reece Rogers tested it while Charli XCX performed at a San Francisco music festival in Golden Gate Park. The wearable, created by Harry Isaac and Sebastian Bidegain under the Noware moniker, lights up with customizable animations when plugged into a phone or laptop, according to WIRED. It is an attempt to combine everyday storage with "opinionated, playful, and personal" electronics, as Isaac described.
From Prototype to Production
According to WIRED, when Isaac and Bidegain posted an early prototype of the necklace on social media in 2025, it quickly racked up over a million views and thousands of waitlist sign-ups. The duo spent the last year attempting to turn that online attention into a mass-produced reality, and Noware is now ready to ship units this October, WIRED reported. Neither designer has had a wide release before. The pair arrived at the WIRED office wearing Puff necklaces that matched their "gorpcore" outfits, and appeared nervous but excited, according to the article. Isaac previously went viral for building an electric scooter that shoots out bubbles; Bidegain's earlier prototypes included a vape camera and a lo-fi sampler built into a rock.
Design Inspired by Food and Biology
Bidegain told WIRED that the "squishy, doughy" textures of food partially inspired Puff's design, along with cellular biology and tactile devices such as old phones and radios. The marketing materials show a person with a Puff clipped onto a purse, where a Labubu collectible might have sat, as well as styled on the neck with other silver chains. The necklace has no internal battery, according to WIRED, so the USB drive can live as a piece of jewelry far longer than the expiration date of most electronics.
A Screen That Reacts
The small screen in the center of the necklace lights up with customizable designs when plugged in, Rogers wrote. Noware demonstrated goopy animations that reacted to the direction the phone was held, an aquarium mode, and the WIRED logo, created through custom software anyone can use. That makes the Puff a conversation piece and a storage device in one.
Price and Storage Trade-offs
The necklace's biggest drawback is its price: $179 for 128 GB of storage, according to WIRED. A basic flash drive with similar storage costs around $30. The duo wants the Puff to become more accessible over time. "We want it to get cheaper over time, but we're just trying to make it exist first," Isaac told WIRED. They partially blame the inflated cost of memory due to the AI boom. Future iterations may include budget-friendly options, such as a nonmetal version, WIRED reported.
| Feature | Puff necklace | Basic flash drive |
|---|---|---|
| Price | $179 | ~$30 |
| Storage | 128 GB | Similar storage |
| Customizable display | Yes | No |
| Internal battery | No | N/A |
Who Is It For?
Bidegain told WIRED he wants anyone who thinks the Puff is pretty to wear it, but also "people who actually find utility in flash drives as part of their workflow: photographers, DJs, IT people." That positions the device as a niche tool for creative and technical professionals rather than a commodity storage product.
"On one end, I want anyone to be able to wear it, just if they think it's pretty. Though, I also want people who actually find utility in flash drives as part of their workflow: photographers, DJs, IT people." — Sebastian Bidegain, Noware
Isaac said the pair is "very interested in making electronics that are more opinionated, playful, and personal." WIRED's Rogers wore the Puff throughout the festival weekend, and at least one friend assumed Rogers was hiding drugs inside. "Nope, just a bunch of nudes," wrote Rogers.
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