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Shains was created by owner Ewa Martinoff who, while driving home in LA traffic from her corporate job, was musing over her laptop computer's power cord 'bundler' which she had wrapped around her wrist. She had long ago realized that everyone should have a chance and voice to make their own statement and that this bracelet/power cord 'bundler' could be a great means to that end. The awareness of how much we consume and how valuable our resources are, meant it couldn't just be another product. A year later and many trials to ensure an eco-friendly product proposition, Shains debuted at stores in November 2007. The name SHAINS began as an acronym (developed by Ewa and her daughter Natasha Martinoff) ? State How Action Is a Necessary Solution. Ewa and Natasha quickly realized that the expanded version of this acronym was not going to be an easily memorable statement, so 'say it wear it mean it', became their slogan while the name SHAINS stuck.