We champion the embodiment of positive masculinity in ourselves and others, through our products and media & our vigilant support of good men. All products are tested by us and our brand ambassadors before sale or auction to ensure they are dependable and meet our standards for outdoorsmanship and daily use. We strive to continuously improve our effectiveness in the field, and yours.

Fishing

Fishing is the act of catching aquatic animals—primarily fish, but also shellfish, crustaceans, and cephalopods—from natural or artificial bodies of water. It spans a spectrum from subsistence and commercial harvesting to sport and cultural ritual.

Bushcraft

Bushcraft is the art and science of living in the wild using minimal modern tools. It’s not just about survival—it’s about thriving in nature by mastering traditional skills and developing a deep relationship with the land.

Hiking

Hiking is the act of walking long distances—typically on trails or natural terrain—for recreation, fitness, exploration, or spiritual renewal. It’s one of the most accessible ways to engage with nature, requiring minimal gear but offering maximum reward.

Camping

Camping is the act of staying overnight in nature using temporary shelter—typically a tent, but also hammocks, tarps, RVs, or even no shelter at all. It’s a blend of recreation, survival, and ritual, offering a way to disconnect from modern life and reconnect with the land.

Preparedness & Self-Reliance

Preparedness is the proactive mindset of anticipating potential risks and equipping yourself—mentally, physically, and materially—to handle them. Self-Reliance is the ability to depend on your own judgment, skills, and resources to navigate life’s challenges.