Very few people start a business with branding at the forefront of the minds. Nevertheless, we find ourselves in our fifth year constantly sticking to our identity. In many ways, it took us a few years to even know ourselves. So branding is, in essence, knowing one's self.

As I've written in previous blogs and posts, we've had to fight the concept of being an adventure brand as our main identity. This photograph exemplifies that struggle. It features Craftsmen leathergoods in a national park. It's so very true to our roots. It is not, however, what adventure. While that's how we saw it, we were actually tuning in to somethings more essential to our aesthetic — lover and luxury. We are not helping our customers to explore the wilds of Glacier. We're aiming to create fashion as an embodiment of one's style — a signature piece. The adventure in this case is a rustic exploration of the niceties of Glacier. The lodge itself is rustic elegance. Red jammer busses, fine dining, a classic novel and leather weekender bags are the experience.