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Our Values

Mission & Vision

OUR PURPOSE

We design essential gear that instills confidence for the bold, independent, and situation ready.

OUR MISSION

Our goal is to be the number one situation ready gear brand for Professionals, Everyday Users and Outdoor Adventurers!

OUR OPERATING PRINCIPLES

INNOVATION

Functional innovation. We drive towards superior solutions that deliver good value and great function.

TRUST

Always build trust. Every day we have an opportunity to earn trust. With our team, our users, and through our products.

HUMILITY

Humble, but hungry. Nobody’s going to give us anything. We have to earn it every day.

QUALITY

Everyone deserves quality. Whatever we do, we do it well, delivering the highest possible quality at every level.

Design

Deliberate by design. Design is not a luxury, everything we do is part of a deliberate, long-term strategy.

Authenticity

Always be honest. It’s easier to speak the truth and be authentic than to fake it. Strive to understand.

Accountability

I make it happen. If it’s going to be, it’s up to me. I am the first step in making it great and leading change.

Confidence

Deliver real-world confidence. We don’t make trinkets, we make essential tools that people depend on.

Community

Build our community. We don’t own our brand, our fans do. Whatever we do should respect and protect the brand.

Passion

Contagious enthusiasm. We’re all ambassadors for the brand, for our team, and for ourselves. Live your passion.

Excellence

Deliver greatness. Make great products, tell great stories, provide great service, and build a great team. Make it great!