this is it

Design Principles


For every product we design, we focus on crafting a unique experience that sets us apart from our competition. We refuse to slap our brand on a product that we haven't honestly dedicated our time to crafting into the best provision possible.


User experience is the name of our game. Our provisions are all crafted to offer a top-of-the-line experience for a variety of use cases.


Usability without functionality is like fishing without a hook. For that reason, we incorporate thoughtful and useful features into every one of our provisions.

Here at CHIEF, we craft the best men’s outdoor gear by designing optimal user experiences to facilitate any and every adventure.


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