The artsy strap uses rubber granulates to create colourful and artful straps for wearables and watches. The granulates can be heat-treated/ultrasonic/laser-treated and formed into straps or they can be mixed with other synthetic compounds or virgin rubber and used to impart texture and colour to the straps.
They could also be 'entrapped' in a gelatinous material, so that they appear swimming in it.
The idea centres around playfulness and colour. It does not have a grand purpose other than to use waste materials as resources.