As our business has grown we have given serious thought to how we want to structure ourselves and what we want our impact to be in our backyard of Rabun County, the state, and beyond. To help us do that we have crafted a series of Values that help inform the direction our small business takes as we grow into a sustainable company built for the long haul. Knowing why we do what we do helps us know what to do and how to do it. We hope these values help give you an idea of what is important to us as a company.


We will put more back in than we take out, realizing that we are one out of many who share this place. Many have been here for generations, while others only for a while, while still others are just passing through. We value all members of these groups and count them as allies when they care about this place and work towards it’s common good. We will commit to serving the community around us and will do what we can, how we can, when asked. We understand that we live in a shared place and it is our responsibility as a company to follow the rhythms of where we live, only seeking to lead when we believe there is an opportunity to foster the health of the community, and actively attempting to partner and collaborate whenever given the chance.

Read more about our Community initiatives:
1% for Rabun County | Rabun Red Wander Hat | Bring A Bag Fundraiser


We will tell the truth and never seek to make things or stories more or less than the people and lifestyles they represent. In a corporate world where everybody dresses things up and claims to be something more than what they are, we will be simple, we will be honest and we will tell stories worth listening to. Our friends will be our t-shirt models and our photos won’t be over edited. Our goal is not to sell you on some unrealistic pipe dream but rather to open your eyes to the day-to-day, commonplace beauty that you experience in North Georgia. The lifestyle sells itself. We’re just using this platform to shine a spotlight on things we believe matter.


We will never forget that our most essential of distinctions, is our people. For our customers, we will always be humbled by their support, small or large and will wake up daily ready to earn the privilege of creating something worthy of their interest. For our employees and ambassadors, we will provide a place that is safe, diverse, and plays to their individual strengths. For locals of North Georgia, we will celebrate the people and places that call this place home, tread lightly wherever we go, and seek to stimulate economic impact in the region that creates living wage jobs for the next generation.

Read more about our People initiatives:
Stockists & Partners | Workshops & EventsThe Blog


We believe the world is not ours and because of that, we make an active effort to not look for more, but to look for better. For us, online interactions, social media and web content are not the end goal. They are a means to an end as we play our role in connecting people to conservation and community issues affecting the region around us. We are seeking to blend, marry, and overlap the digital world with real life issues by encouraging people to experience the outdoors responsibly by being a part of the solution rather than the problem. We are in this for the long haul and hope to create a platform that our children will be proud to carry on one day.

Read more about our Conservation initiatives:
Bring A Bag Challenge | Bring A Bag FundraiserClean Up Hike Series