Back in the 1930s, Wally Byam created thiscompany in the beginning to answer a need, and that was the need to experience the environment,experience nature more comfortably.
But what he really created was much largerthan that – it was a way of life, a lifestyle, a culture, a community of people who are like-mindedin their desire to pursue adventure an experiences.
To meet new people, to see new places – that’sthe core, that’s the magic of the brand, the soul of the brand without which it would justbe a piece of beautiful industrial art, and that’s really what’s sustained the companyover more than eight decades. It’s more than the product. It’s the magic of the brand and the magicof the culture and the lifestyle that’s really allowed us to continue and will allow us tothrive and prosper in the future.