This Quirky Necklace Hides a Secret: It's Actually a USB Drive
New York-based design duo Noware will begin shipping the Puff necklace in October — a retro-futuristic accessory that doubles as a 128GB USB flash drive with a customizable animated screen. At $179, it costs far more than a standard flash drive of similar capacity.
Harry Isaac and Sebastian Bidegain, working under the name Noware, are preparing to ship their unusual creation, the Puff necklace, this October. After posting an early prototype on social media in 2025, the pair drew more than a million views and thousands of waitlist signups from people eager to buy one.
At first glance, Puff looks like ordinary jewelry, featuring stainless steel swirls around a bulbous orange center. But flip off the cap and a hidden USB connector is revealed. Plugging it into a phone or laptop lights up a small screen embedded in the necklace's center, displaying customizable animations — including goopy, motion-reactive visuals and an aquarium mode. Custom software lets anyone design their own patterns to display.
Design inspiration
Bidegain says the necklace's "squishy, doughy" look draws from food textures, cellular biology, and tactile devices like old phones and radios. Both creators have a history of playful, whimsical electronics: Isaac previously built a viral bubble-shooting electric scooter, while Bidegain has made prototypes such as a vape with a built-in camera and a sampler embedded in a rock.
Because Puff has no internal battery, it can function as jewelry long after typical electronics would have become obsolete.
Price remains a hurdle
The biggest catch is cost: $179 for just 128GB of storage, compared to roughly $30 for a basic flash drive with similar capacity. Isaac attributes part of the high price to inflated memory costs driven by the AI boom, and the duo says they hope to lower prices over time, potentially including a cheaper, nonmetal version in future releases.
