Savvy. Ingenuity. Moxie. Craftsmanship. Attention to detail. These are just a few of the company traits that contributed to our emergence as a world leader in outdoor gear. But then there's the issue of toughness. And frankly, nothing could be tougher than living down the first career of founder Joseph Gerber as...that's right...an advertising man. You could call it the "Boy Named Sue" syndrome. And live it down we have.