GORUCK: The Most Passionate Brand Following in the World

Speaking of GORUCK, Matt Browner Hamlin writes for The Huffington Post aboutthe origins of GORUCK and what has made the company’s following—and their bags—so strong:

The three rules of the Special Forces are: Always look cool. Never get lost. And if you get lost, look cool. These rules merged with the needs of a go ruck and GORUCK was born, with the goal of creating bags along the lines of “GQ meets war.” GORUCK bags are stylish in their utilitarian simplicity. “If there’s a question about if it’s necessary, remove it,” McCarthy says. “Less is more and more is lazy.”