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Our product philosophy

Our product philosophy can be summed up in a single keyword.


By purpose built we mean gear that is designed to do one thing really, really well.

That doesn't mean doing other things badly. Real excellence is just one dimensional.

Like a formula 1 car. It's very fast, but not the best choice for your Saturday morning shopping...

We look at two dimensions when making purpose-built gear.

Effective and Efficient.

Effective as in solving the essential tasks. No more, no less.

Efficient as in solving those tasks with the least amount of effort.

Our pursuit for effectiveness and efficiency manifests itself in three ways:

  • Modularity - individual products serve multiple roles, or several products work together
  • Usability - we aim to make products that feel like an extension of you and are effortless and intuitive to use
  • Simplicity - we remove features and reduce features, so there is no excess to carry and nothing that gets in the way

Building great gear is a continuous process. You never rest on your laurels.

We're lucky to have a network of smart customers who give us feedback. As well as a handful of professionals who have an eye for detail.

And hopefully you'll find that with this approach, we help you have more fun and more success when hunting.





"Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away."

Antoine de Saint-Exupery