David Trubridge, the designer behind the brand, has a very specific design philosophy. He does not design to fulfill a practical function. He designs to communicate, to tell a story, to relate what he find in the mountains and wilderness and what it is to be human. As an artist, Trubridge develops forms and a vocabulary from what he sees and feels, and his craft knowledge to find a way to make the design. Art, craft and design: all are equally important parts of the whole creative process. All the way though this process, Trubridge tries to be as caring and sensitive to the environment as possible, and to pass on that sense of care within the object.