I = Innovation:
Constantly striving to find new ways to simplify and enhance your outdoor experience
F = Function:
Ease of use. Performs in all types of environments and situations.
W = Weight:
Always making sure you are not packing around excess weight, but not sacrificing quality, durability or performance just to shave off a few ounces.
D = Durability:
Works every time, all the time, always.