A method, apparatus, and system for retaining a stow strap is disclosed. The stow strap may be usable with a stowable automotive seat. A seat stowing mechanism may be housed at least partially within the inner portion of the seat. A stow strap may be interoperable with the seat stowing mechanism, wherein the stow strap passes from the inner seat to the outer rear seatback surface of the seat through an opening in the outer rear seatback of the seat. Pulling the stow strap imparts a force in a first direction on the seat stowing mechanism. A stow strap retaining mechanism may be spaced from the opening and may provide a reactive force in a return direction to return the stow strap toward the outer rear seatback surface when the stow strap is pulled away from the rear seatback surface.