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>>2. Early Company Mission(s)<<


2.1 No Name, Clear Mission

The goal was clear even before the company had a name.

Q: Did this company (Mountain Hardwear) have a name yet?


Jack Gilbert: I am not sure there was at that point, I think the name was ‘to be determined’. I think we had the logo that we saw that we thought that maybe able to adapt…but I think it was more about the business plan. It was really a commitment to product. We billed ourselves from the beginning as the last remaining authentic outdoor company in Berkeley California. Where others had kind of gone off in other direction, we are going to build the really good stuff. We were going to build stuff for mountaineers and the people who are really used it and kind of cut the frills out. 

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