Urethane was first introduced to the market by Creatures" John Malloy in 1976-Still regarded as the world"s best cord material * Bearing swivel (circa 2003)the world"s first stainless steel, self-lubricating swivel: the swivel never gets stuck, eliminating leash tangles. It"s also virtually unbreakable * DNA flex mould (circa 2007) the world"s first cord / mould connection to absorb wave impact-increases flexibility and strength and reduces breakage. Return rate near zero