Our company phrase is…"Honor your Wild"
So what does that mean?
We believe that deep inside of man, there is a need to get out and explore. That masculinity is often to be found on the edges of maps, not clustered in well manicured suburbs. One must go where nature begins and the modern mind of control loses its hold.
We don’t think man was simply made for modular IKEA furniture and suburban shopping malls. While modern conveniences have brought us many pleasures and comforts which we should enjoy, without the testing of what is out there.
Wilderness tests us, challenges us, and takes us down a road in which man found his place for thousands of years.
We can too easily without even knowing it, be robbed of the place that really produces both the character and the connections that bring clarity and our place as men. Most men, we have found… have to go on a journey to find that.
We want men to honor that place inside of them.
When God wanted to speak to Moses, he had him climb a mountain. John Muir found his comforts in the midst of granite walls and Sequoyahs in Yosemite Valley where he climbed the trees to feel the storms.
As Henry David Thoreau writes, “I went to the woods because I wished to live deliberately, to front only the essential facts of life, and see if I could not learn what it had to teach, and not, when I came to die, discover that I had not lived.”
So when we say Honor your Wild, we hope it calls out a true and noble purpose. It invites you to live well, and honor that call that is inside you and others.
Because above all, it is not some exclusive club... it is simpy an invitation.