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Non-conformist - noun

a person whose behavior or views do not conform to prevailing ideas or practices.

See also: renegade, freethinker, maverick, original
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We’ve been in countless gyms, and amidst all the grunts, clanks and sweat, we noticed a pattern — gym gear is ugly. It’s been the same for ages. It’s bland, boring and lacking character.

We thought if sneakers and streetwear can look dope, why can’t we bring that same attention to detail and aesthetics to gym gear? We didn’t accept what weightlifting belts, lifting straps, and wraps could do. So we made them better.

NOCO Lifting Strap


Meet the most durable and best-looking lifting straps you’ll ever own.

Over the years, we’ve put many lifting straps to the test. What we found is that most straps have the same two weak points where tearing starts to happen after prolonged use. Given our commitment to reinventing weightlifting gear, we decided to do something about it. And so, our rugged NoCo Lifting Straps were born.

The loop and body/core section of the standard lifting strap wear out quickly, especially if you’re using the straps for heavy lifting. To prevent that, we reinforced those areas with a super resilient ballistic nylon material. We also added the same ballistic nylon on the tip of the strap to prevent fraying so the strap will consistently loop through easily.

The NoCo lifting straps are the perfect combination of utility and aesthetics so that you can lift heavy and in style.

How it works

Oftentimes your muscles can lift heavier weight than your grip can handle. That’s where the straps come in handy. The lifting straps dramatically improve your grip strength so that you can lift heavier and safer.

Slide your hand through the loop with the strap facing down your palm. Tighten the strap around the wrist by pulling the strap end. Make sure the strap is wrapped snug around the wrist.

Next, wrap the strap end around the barbell by going under and around. Cinch the strap around the barbell as tightly as possible. Then, repeat with the other hand. Now that you’re strapped in and ready for lift-off, it’s time to hit your next PR.

Product information
  • Dimensions
    in x
    in x
  • Weight

The Details

What makes NoCo Lifting Straps different? Hover over the highlighted areas to find out.

Tap pulsing dots to learn more about what makes our products special.

Ballistic nylon reinforced tip - won’t fray or bunch

Half skull face (aka OakHead) stitching on each strap // Combine the two straps to form the full face

Ballistic nylon reinforced strap core - holds together through your biggest lifts

Raw-edged neoprene gives a bold, deconstructed aesthetic and provides extra comfort // Feel the quality of the soft synthetic suede (Amara) on the straps and make a bold statement with the laser-etched No Conformity Co lettering

Ballistic nylon reinforced loop - won’t wear out when your lifts get heavy

The Details

What makes the NoCo Lifting Straps different? Hover over the highlighted areas to find out.