We’re not doing what everyone else is doing.

You’ve seen it before — Performance Fishing Gear (PFG), Performance Hunting Gear (PHG)… it all starts sounding the same. Safe. Predictable. Forgettable. We’re not here for that.

“Gear Up” means something real.

In the military, “Gear Up” was a call to action — a no-BS signal that it was time to move, time to go, time to lock in. That mindset stuck with us.