It's pretty obvious in the packaging that this is an attempt to compete with other strap brands like Peak Design. I would almost say they source their materials from the same supplier. In a way, that's a great thing because they feel great and are very durable in my experience. The added black, yellow and red security feature is a nice touch, although it's probably more show than really necessary as I've never seen a connection fail like this. The strap fabric is super comfortable. I would say that this strap has two major design flaws but that would make me reconsider ordering another one. First, the plastic buckles are unattractive and never inspire that much confidence in me. I've never seen a cord connector break, but buckles break all the time and are just generally unruly. I think Peak Design's anchors are a much better approach. The second issue is that out of the box the strap is very long to hold a camera just above the waist of a 5-10 inch person, which is where I like to keep my cameras. However this is the shortest strap go and leave the two metal sliders straight at the back of the neck for adjustment (see photo). Any weight on the strap will cause them to dig into your neck. That's a terrible shame as the rest of the strap would otherwise It's so comfortable. I'll probably switch to a shoulder strap to play out a little length and actually be able to use it.