GURU: (in Hinduism and Buddhism) a spiritual teacher, especially one who imparts initiation.

We recognize that climbing is much more than just scaling rocks. It can be a transformative experience that changes our identity, lifestyle, and goals. We see climbing as a guru; something that teaches us who we are and where we want to go. 

Our mission is to capture the energy that surrounds climbing and inspire the community. To do so, we create clothing, art, and media that we feel represents the culture of climbing.