Lorem ipsum, or lipsum as it is sometimes known, is dummy text used in laying out print, graphic or web designs. The passage is attributed to an unknown typesetter in the 15th century who is thought to have scrambled parts of Cicero's De Finibus Bonorum et Malorum for use in a type specimen book. It usually begins with:

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.”

The purpose of lorem ipsum is to create a natural looking block of text (sentence, paragraph, page, etc.) that doesn't distract from the layout. A practice not without controversy, laying out pages with meaningless filler text can be very useful when the focus is meant to be on design, not content.

The passage experienced a surge in popularity during the 1960s when Letraset used it on their dry-transfer sheets, and again during the 90s as desktop publishers bundled the text with their software. Today it's seen all around the web; on templates, websites, and stock designs. Use our generator to get your own, or read on for the authoritative history of lorem ipsum.

Founder & Designer

Setting out to invent and design a solution to wear my smartwatch with style sent me on a journey to find the finest materials available. 

Through this process, I began my investigation of the current market and construction of luxury goods. As an avid collector myself, I realized there was a void. I wanted to have something classic yet fun and fresh, but exquisite quality.

I felt convicted to create and make goods on another level of craftsmanship, particularly in America, where I was told the craftsmanship I envisioned for STEEL American Luxury was impossible. Now I was determined. 

I started to feel a deep sense of pride and passion in dreaming up and creating the most exquisitely-made goods possible.

From a place of solving a practical problem, the fire to create and design was set ablaze and could not be stopped with the watch styles. The artist within me was finally at the forefront and alive.

My designs are heavily influenced by a lifestyle of travel, childhood summers in France and throughout Europe and an upbringing in awe of the architecture and symmetry of New York and Paris.

At STEEL American Luxury, nothing is impossible and every detail is critical. Our Icon mark symbolizes our brand values that we promise to our clients: Craftsmanship, Creativity, Integrity and Passion.