Theory of rEvolution

Lighter, faster, stronger

Never Stop REvolving


As our world becomes ever more modernized, fractured, extracted and abstracted, it seems clear to us that beneficial technologies are those that help connect us to the natural world rather than alienating us from it. This is precisely why, in 1988 we began building experience, ideas and products around the principle that our work can help people enjoy the astounding gifts nature provides us.  We’ve aspired to be agents of change, to participate in revolutions and evolutions in sport, because we want you to get out there, enjoy yourself, find the deep connections, fall in love with beauty, make friends with a river, learn a new style or technique, test yourself, change with the seasons. And while doing these things, remember that we’re out there with you.


“Wilderness is not a luxury but a necessity of the human spirit.” – Edward Abbey

Watch how our reels are made!