Brick, a small, $59 plastic device, has emerged as a surprisingly viral status symbol for individuals seeking to reduce their screen time and achieve a digital detox. Co-founded in 2023 by Zach Nasgowitz and TJ Driver, the device works by requiring users to physically tap their phones to it to block or unblock social media applications. This physical interaction creates a deliberate friction point, aiming to prevent the unconscious reflex of doomscrolling.
The device has garnered significant attention, particularly among 20-35 year olds, with users affectionately speaking of being "bricked" or "bricked up." Popular creators like Jaci Marie Smith and everyday users are promoting Brick online, leading to a "very big jump" in sales heading into 2026, although specific sales figures have not been disclosed. Some users, like Megan Trincot, have even DIY'd their own versions using NFC tags and apps like "Foquos" to avoid the $60 price tag.
Brick's appeal lies in its tangible nature, offering a physical manifestation of a commitment to a less connected lifestyle, which has been dubbed "friction-maxxing" or "unplugging" as a new "luxury currency" by publications like Vogue. While some argue that promoting a digital detox product online is inherently performative, with critics like Kaitlin Phillips questioning its true effectiveness if users feel compelled to post about it, the device is seen as offering a stronger barrier than software-only solutions. Users report significant reductions in screen time, with one user seeing their daily average drop from 9-12 hours to 4 hours within two weeks.
The founders emphasize that Brick was created out of a personal need when existing solutions like screen-time apps proved ineffective. The physical requirement to interact with the device to unblock apps forces intentionality, making the decision to re-engage with social media a conscious choice rather than an impulsive one. This approach differentiates Brick from other digital detox tools like dumb phones or screen-reducing apps by providing a physical, deliberate step for disengagement. However, the long-term impact on digital habits and whether Brick represents a sustainable corrective to excessive screen time remains to be seen.
