There are many guitar strap companies, all of which have their own unique piece of the strap pie. Some straps have custom designs, others boast about their comfort, and most are really really good at a certain thing.
Lakota Leathers Straps is a strap company that, in my opinion, are known for their soft, supple and incredibly durable straps. The straps are assembled on the Pine Ridge Lakota Sioux Indian reservation and are available in a variety of options. You can go the full blown custom route, or check out their Elk and Bison leather straps in a very guitar friendly color palette.
I have spent time with both the guitar straps as well as the braided mandolin straps and these are seriously like butter. This is a great accessory to keep in mind if you ever need another strap or just want to try something a bit different.
Lakota Leathers Strap Links