Identity

The dream isn’t just to show all of ourselves unfiltered to the world. It’s to find a character that we feel comfortable being, that we deeply resonate with, and if we’re lucky, some part of the world might too.

As a consumer, you subscribe to one vision or another: what’s your version of hiking out doors? What type of vibe are you about? Purist? Gorpy? High intensity? Meditative? But in all cases, the branded subculture itself is the main thing, while the role of physical goods is diminished. Their job is not to drive value, but to add another layer of

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