The name is personal.

I care about how I looked and have a clear sense of my own style, sharp but never overdressed. But every watch or band I bought fell into the same two traps. Some looked decent for a few weeks then started falling apart. Others were built to last but had zero personality. Nothing matched how I actually lived.

So I started sketching ideas on whatever was around, napkins, the back of receipts, the margins of a notebook. I wanted pieces that could handle a full day of moving around and still look like they belonged on someone who dresses with intent. I tested early prototypes on friends, listened to what they said, and kept refining until the designs felt right.

The name Fourth and Avery is personal. Fourth comes from my suffix, that generational marker my family has carried forward. Avery is my brother’s middle name. Together they represent what the brand is about: structure and individuality, legacy and a fresh perspective.

The mission grew out of that original frustration. We make quality modern accessories for people who dress with intent and are always on the move. Nothing loud, nothing fussy. Just pieces that fit your style and keep up with your day.