New York–based Loftie champions healthy sleeping rituals by reducing the time spent on smartphones and other screens. Founded by Matthew Hassett in 2018, the wellness company helps reshape the human-technology relationship with minimalist smart alarm clocks. The label’s flagship clock sports a compact, rounded design and features a two-stage alarm system to gently rouse sleepers. Customizable settings from display and night-light brightness to alarm volume and tone allow for a personalized experience. As smartphones have become ubiquitously tied to modern living, Loftie encourages the wellness practice of leaving them out of the bedroom.