Our Values

Quality Matters. 

Launching a product is a bit like setting out on an adventure: small errors at the beginning of your course become larger the further you travel. That’s why we’re focused on providing the best-damned product right from the outset.

Habit #2: Begin with the end in mind. 
— Stephen R Covey, The 7 Habits of Highly Effective People

PERFECTION IS A GOOD PLACE TO START

We’ve gotten in trouble for saying this in the past, but it captures the essence of our goal: to offer our very best from the very beginning. The world is full of cheaply-made products and companies eager to cut corners. This is not an acceptable option for off-road recovery gear. When you’re on your way to the end of the world, you need gear you can trust... gear you can depend on. When we set out on a trip, we don’t settle for less than the best, so why would we ask others to?

LOCALLY MADE

Supporting our neighbors is an important part of strengthening our community. That’s why we design our product right here in Southern California and manufacture it in partnership with Blue Ridge Overland Gear in Virginia. Sure, outsourcing could save a pile of Benjamins, but we’d rather work with our friends to create a high-quality product that is, and always will be, Made in the USA.

RESPECT

We grew up believing that the best way to treat people is simply to treat them the way we want to be treated. We want every interaction with you to be awesome, and for you to feel like the unique, valuable individual you are. We won't get it right all the time, but we will always do our best to treat you with respect. Treating you with respect allows us to deliver on our promises and ensure your off-road adventure continues safely.