It all started with a very particular request by a customer…
He was looking for a strap long enough to carry his beloved camera across his body when prowling the streets on his never-ending quest for photos that would make HCB proud.
At the same time he wanted to be able to rid himself and his camera easily (and quickly) from the restrains of a strap before taking pictures.
And that preferably without having to worry about what to do with the now temporarily unemployed pièce de résistance. Or worse, taking a chance on loosing the darn thing in the process.

And that, my friends, is the story of how the j-loop came to be...

Cut! Wide shot of happy customer riding with his new, best pal into the sunset, living happily ever after. The End.

Hold on there, cowboy. That's not the End.
Au contraire! It's the beginning of a wonderful, mutually beneficial new friendship that gives all parties involved lots of room to explore their individual needs for freedom and do what they love without any restrains and … erm … you know what I mean.

Moving forward. When I realized other people would embrace the kind of flexibility the j-loop brings to one's photography, I saw it as yet another opportunity. 

In the spirit of total customization, freedom of choice and more fun in general, I am proud to say the j-loop goes 4 ways.
For the colourful at heart, there's the Urūshī style. Or, if understated elegance is how you roll, there are the dressy black B and the ruggedly handsome Vintage B straps to choose from.
Of course, for people who believe length does matter, we have the Extended Version B style.
And because everybody loves a good combo, we have two of those. 
For the ambivalent who likes to switch things up now and then, the j-loop goes above and beyond the call of duty of any self-respecting shoulder strap: It voluntarily shares your camera with a wrist strap. (gasp!)
For each style you have the option to replace the dongle with an especially designed version of La Cravate.
You see, you can have your cake and eat it too.

And if all this is not confusing enough, last but not least there are also three different snap hooks for you to choose from. – Enjoy!