Must be the payouts they get from shilling for it on social media.

For the first 50+ years of my life I was a back pocket wallet guy. My wife's a Soldier, so we move a lot, and drive a lot. I always found myself hurting with the back pocket wallet, so I started taking it out of my pocket on road trips. That meant I ended up forgetting it a lot also.

I saw an ad for the Ridge and thought WTF, might as well give it a whirl. My wife saw it and said, "that elastic won't last a year."

I've had mine since 2018. It kinda looks like it's been through a war. Because it's front pocket, I don't end up sitting on it, and because it's slim, I no longer collect the cruft I used to collect. And because I don't have to remove it from my pocket, I don't lose it as often.

I see some folk who think I'm shilling for Ridge. Couldn't be further from the truth. I was at a farmer's market over the summer and some of the vendors there were selling Ridge-alikes with some entertaining patterns and sayings. They will likely serve you just as well as the real thing.

Also, I'm still on my first elastic band. And we're six years in.