July 14th, 2026
For a long time, things were quiet on our end. Behind the scenes, we’ve been deep in the trenches of product development, and to be honest, it has been a gauntlet.
When you decide to build a product from scratch—especially one with a mission to protect the places we play—you don't get to take shortcuts. We’ve spent months obsessing over every detail.
We spent endless hours staring at design sheets, waiting weeks for manufacturer samples to ship, only to open the box and realize the texture was slightly off or a seam didn't meet our standards. We faced the harsh realities of dialing in our custom fabric, battling manufacturer lead times, and negotiating costs to keep this gear accessible. There were times when the setbacks made us want to pull our hair out, sending us right back to the drawing board to start over.
But we refused to rush the process. We wanted to dial in exactly what we envisioned: a rugged, highly functional, water-resistant roll-top bag constructed from recycled plastic water bottles. We wanted to prove that you can take waste out of the environment and turn it into high-performance, protective armor for your gear.
Now, we’ve finally crossed the bridge from theory to reality. We have the physical bags in hand, but we want to be completely transparent: this is only our very first round of prototypes. We have many more rounds of revisions, tweaks, and redesigns ahead of us.
We still have a mountain of work to do. But instead of hiding behind closed doors until a finished product magically appears, we want to pull back the curtain. We want you to follow along on this entire journey with us from day one—the breakthroughs, the setbacks, the design changes, and the absolute chaos of building a brand. Our goal is to share every step of the process so that when the time finally comes to release the bag, you already know the story, trust the quality, and love the product as much as we do.
We have to put this first round through absolute hell. Right now, we are in the thick of the product testing phase, using the bag in every harsh condition we can find on Martha’s Vineyard. If this bag is going to carry your expensive gear, your dry clothes, or your daily essentials, it has to earn its keep.
Over the last few weeks, we’ve been taking these first-round prototypes out into the elements. To test the limits of our water resistance, we are fully submerging the bag in the cold saltwater of the Atlantic, holding it under to see if even a single drop of moisture penetrates the main compartment. To test the raw abrasion resistance of our recycled fabric, we are literally tying the straps to the back of a vehicle and dragging the bag down dirt roads, letting the gravel and sand do their worst. We are throwing it off truck beds onto rocky shorelines, tossing it into wet sand, and being intentionally, brutally rough with every buckle, strap, and seam.
If a plastic clip is going to snap under pressure, we want it to snap now while we are testing it. If a welded seam is going to leak, we want it to fail while we are dragging it through the surf, not when you are miles out on the water relying on it to keep your gear safe.
This phase is messy, exhausting, and incredibly exciting. By approaching this from a creative, hands-on perspective rather than a corporate, textbook formula, we are making sure every single detail serves a purpose. We are beating this gear up daily so we can learn exactly what to improve for the next round of prototypes.
We have a long way to go and a lot of work left to do, but we are getting closer to the vision every single day. Thank you for riding the wave with us and helping us build this from the ground up. Stay tuned, because we are documenting the entire process, and plenty of raw, unedited torture-test footage of round one is on the way.