Today we’d like to introduce you to Daniel Perkins
Hi Daniel, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve always been deeply connected to music—it’s a part of who I am. I’ve been writing songs and performing for as long as I can remember. The idea for Couch Guitar Straps came to me in 1999 when I bought my first Fender Telecaster. I wanted a strap that was both functional and stylish, but I couldn’t find one that matched my taste. That’s when I realized that if I couldn’t find what I wanted, I’d make it myself. With no formal background in design or sewing, I bought my first sewing machine using the money I had saved on rent by crashing on my friend’s couch. The name of the company, Couch Guitar Straps, actually came from this moment in my life.
I discovered upholstery vinyl from automotive shops, and that became the cornerstone of my design process. I focused on using vintage and upcycled materials, long before the term “upcycling” became a trend. Over time, as word spread and more people showed interest, what began as a pat time project evolved into a full-fledged business. Now, more than 20 years later, we ship over 20,000 straps annually from our Long Beach, California studio. It’s been an incredible journey to see Couch Guitar Straps grow from a side project to a brand worn by some of our favorite musicians, including Albert Hammond Jr. of The Strokes, Chrissie Hynde of The Pretenders, and Finneas, among others. It’s surreal, really, because at heart, I’m still just a musician with a passion for great design.
We all face challenges, but looking back would you describe it as a relatively smooth road?
One of the most defining challenges in my journey happened early on when Guitar Center wanted to carry our straps on their online platform. For a small company just starting out, it was a massive opportunity. I remember the excitement of landing that deal. However, after we sent out our first shipment, I realized that when people searched for Couch Guitar Straps online, Guitar Center’s listings for our name were ranking higher than ours. This meant that instead of directing customers to our website, they were being funneled to Guitar Center’s site. I knew this could seriously undermine our ability to build direct relationships with our customers and control our brand.
It was a tough decision, but I decided to pull our products from their platform and focus entirely on selling directly to our customers through our own website. This move was a huge risk because, at the time, online retail wasn’t the powerhouse it is today, and most people still primarily shopped in physical stores. But it turned out to be one of the best decisions I ever made. By focusing on direct-to-customer sales, we were able to build real, lasting relationships with our audience. Over time, this approach allowed us to remain independent and control our pricing, while maintaining the quality of our U.S.-made products. It also set the stage for our long-term success. Today, we have over 70,000 loyal customers who we stay in touch with directly, and we’ve built a strong, sustainable business model around those connections.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
At Couch Guitar Straps, we specialize in designing and handcrafting vegan, upcycled guitar straps using vintage automotive upholstery vinyl. Each strap is made with the utmost care, from the selection of materials to the final touches in our California warehouse. What sets us apart is not just the quality of our work but the ethos behind it. From the very beginning, we wanted to create products that aligned with our values—sustainability, creativity, and functionality, and mostly- Made in the USA by guitar players. By using repurposed materials where we can, we’re able to create unique designs while reducing waste. Every strap tells a story, whether it’s made from the same vinyl that once upholstered a 1980s Mercedes-Benz or has the feel of vintage Volkswagen interiors.
What’s especially rewarding for me is that I’m still heavily involved in the creative process. I continue to perform regularly, which allows me to design with a musician’s mindset because first and formost that’s who I am. Our workshop is constantly testing new materials and methods. It’s common for us to take a new design out on stage ourselves as well as feedback from the musicians who wear our straps. This hands-on approach helps us stay innovative and deeply connected to the community we serve. We’re not just creating accessories; we’re crafting tools for musicians to express themselves in comfort and style.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
I owe a lot of credit to the friends and musicians who have supported Couch from the start. Many of them took day jobs at Couch, helping to build the business and refine our products. Others have bought our straps and used our products. Their feedback and collaboration have been invaluable. We’ve always been a tight-knit community of musicians working together, and I couldn’t have gotten to where I am without their help. Also, I’m thankful to the customers who believed in Couch from the beginning and helped us grow by spreading the word and offering feedback over the years. Many people we’ve met through Couch as customers have become and remain friends and I’m grateful for all the connections made as a result of my creating Couch.
Pricing:
- mostly 20-60 dollars
Contact Info:
- Website: https://www.couchguitarstraps.com/
- Instagram: @couch_guitar_straps
- Facebook: https://www.facebook.com/couchguitarstraps/
- Other: https://open.spotify.com/artist/35AuYuXqgEkQZQsWstE1KW?si=3W1_Q3T4Qj-5GGoFFTkeog
