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Our Story

Nocs was born at the Citadel of Excitement, with a dream of juicing every last drop of our time outside. We kept wishing we had a set of nocs enough times where finally one day we bought some. And we used them every day. Checking the surf. Exploring backcountry lines. Watching our raccoon pals emerge at night. Seeing the world differently. On a closer level.

Inspired by life at the beach, Nocs is an ode to the original seafarers and coastal pioneers. Nocs Provisions is a collective of people who are stoked to seek the unseen. To travel curiously, and to discover the best spots along the way.

The design is inspired by the seemingly symmetric yet completely unique lines of the sea and the coastal dunes where they meet. The logo is inspired by the sunset. And the packaging is plastic free.

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Mt Sutro in San Francisco seen from Ocean Beach dunes with waterproof binoculars

WHY:   

Nocs Provisions are here to serve the next generation of humans with the goal to disconnect from technology and look deeper in nature. With compact waterproof binoculars built to travel, we aim to make the discovery and study of our surroundings simple. Paired with a sense of wonder and curiosity, we believe this will foster understanding and compassion for our planet. Nocs are a tool to be present in the moment and to see the deep interconnectedness of all living things on this earth. It’s time that we return to nature as our source of truth. 

Chris McKleroy designing travel binoculars in his Ocean Beach studio.

View of the Outer Sunset neighborhood of San Francisco

Nocs Provisions was born at the Citadel of Excitement, ten blocks up from the beach in San Francisco. Aiming to see the swell from the front porch, a pair of cheap binoculars were acquired and used often. The stoke was discovered in these eye pieces while hunting for waves, roaming Outside Lands, tracking flurries of snowy plovers on the beach. When not at home, they lived in the truck, providing to be clutch on camping trips, finding backcountry lines, and discovering remote waves.

However, we couldn't find a binocular that was just right. The products out there were either bulky and expensive, or small and cheap. We imagined a perfect binocular - waterproof, compact, and styled correctly that our friends would be stoked about. A vision was created for a fun and new binocular brand that would be inclusive to people of all ages men/women, combining supreme quality and a touch of style for the modern day adventurer.

Collection of 3D printed binocular prototypes

HOW

Designed and prototyped in the Outer Sunset, we sketched, modeled and printed over twenty prototypes with a hand built 3D printer. Working with a manufacturer with over 35 years experience, we leveraged the latest advances in optical coatings, prism technologies, and waterproofing methods, to create a compact binocular with some of the best optics in its class. 

 Takes binoculars to see this gainer off a cliff in Big Sur

Nocs Provisions’ goal is to preserve the land and sea that is shared by all. A 1% For the Planet member from day one, Nocs partners with educational and environmental organizations that serve to protect our natural resources and educate the next generation. By observing and discovering how intricate and delicate our planet’s ecosystem is, the more it reveals itself.

3D Printed Prototypes of Compact Binoculars

THE DESIGN: 

The iconic design of the housing itself is unlike any other binocular, with a textured gripping surface in an ergonomic shape and accommodates hands of all sizes. The result is pleasing on the eyes and helps dissipate the shock of any impact. Inspired by vintage BMX mushroom grips and the artwork of Sol Lewitt, inspired by the natural patterns of sand that form in the dunes, and the swell formations of the ocean: seemingly symmetric and geometric, yet each line, each wave, completely unique.Prototype design sketches of compact binoculars with iconic pattern

WHAT: 

The Nocs Provisions Standard Issue 8x25 is an affordable, high-quality, pocketable binocular built for the journey. It is IPx7 waterproof, submersible to 3 feet for 30 minutes, sealed with nitrogen to prevent fogging, and drop tested. The Standard Issue uses proprietary GoodEye Glass, an emerald multi-layer coating that provides low flare broadband anti reflection for outstanding clarity. The prisms are Swiss designed Bak-4 substrate for ultra crisp images at any time of day. Designed around an oversize eyepiece lens while using a central focusing system and twist-out eyecups, the optical experience is truly best in class for a binocular of this size. Further, the Standard Issue is designed for shooting smartphone photos through the eyepiece, as the Nocs serve as the equivalent of a 400mm camera lens. Available in four unique earth toned colorways. 

Nocs Provisions waterproof binocular prototyping

COMMITMENT TO DOING THINGS RIGHT:

The packaging of the product is entirely plastic free, using post consumer recycled cardboard and soy ink printing. The box can be shipped on its own, and is constructed in a way that requires no glue. The interior scaffolding, made from a single piece of cardboard, holds the product in place, stores included accessories, and protects the product from impacts.

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