Transcript

Before we were a brand. We were a product. A product created because of a problem that needed a solution. No marketing campaigns, no commercials. Just as simple innovation that made a massive difference. We created a design with a function that supported a mission. This singular design ethos has been our North Star ever since. Over the years, we've learned that simplicity is deceptive. It's easy to make something hard, and it's hard to make something easy. That's the challenge. We keep coming back to build it stronger, build it smarter, build it better. Innovate or die? In forging our way towards better solutions, we've been known to annoy the establishment. It comes with the territory. But the truth is we take our work far more seriously than we take ourselves. It makes no difference whether we hold meetings in a boardroom or on a flat range. We're perfectly capable of creating a manufacturing schematic, a prototype design, or a mean plate of wild hog. And while we might be engineers, designers, builders and shooters, ultimately we're just a bunch of folks with a relentless drive to climb a little higher, go a little faster, and make our tools a little better. Made in the USA isn't a slogan, it's our baseline. Everything we make is engineered to provide an unfair advantage to the people doing the hardest jobs on the planet. That we're reliability is crucial and second chances of rare. So if you care about ruggedness, quality and reliability, then we're your huckleberry. We've come a long way, but we're not chasing a finish line because for us there isn't 1.