COVENANT is a grassroots brand focused on the end user and the end product. We don’t make choices that compromise the quality, durability or functionality of anything we sell. We start by picturing our end users and the various scenarios they might find themselves in while using our gear. And while we are trying to make a name for ourselves, we’re not focused on competing with other brands because in our view, every brand is special in its own way and has something unique to offer. Our focus is on creating quality products for people who depend on their gear.
Back when we were building the bones of the brand, we adopted the phrase “Create, don’t compete” as the first part of our Core Values; the idea being that if we focus too much on beating out other brands and trying to compete with them, we’ll lose focus on our real goal.
That’s one of the reasons you’ll never see an ad from us that says “This bag is the BEST backpack,” or “This is the LAST backpack you will EVER buy”. We choose to let the product speak for itself and we trust that customers will choose the pack that best suits their needs, whether their focus is price, features, weight, or materials. Any time we spend trying to make more noise than the next brand is less time we can spend in developing the product, and that’s not worth it to us.
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