Last week, as you will recall we launched our new weekly article, Innovation of the Week. This week we have decided to pay tribute to Sugru, a new company and new product that was launched at the end of 2009 after years of trial, error and determination. The product is quite simple really, but the idea behind it and its usage is quite fascinating.

Sugru helps you to ‘hack things better’. It’s a new air-curing rubber that can be formed by hand. It bonds to most materials and turns into a strong , flexible silicone rubber overnight.

For all you gadget lovers, outdoor people, designer makers, home improvers out there, you need to get yourself some of this clay like stuff. It will change the way you fix things and allow you to repair your goods instead of placing them with new ones. Which is something we love here at UWS, re using instead of replacing.

As a credit to the company, they were listed in the Times 50 Best Inventions of 2010. Sugru took out position number 22 whilst the iPad was number 34, quite impressive I must say.

Take a look here