PEAK DESIGN

PHOTOGRAPHY GEAR FOR THE PLANET

Traveling and photography often go hand in hand. Many are inspired by the images of exotic locations seen online, on social media or in books and magazines full of breathtaking imagery.

This often creates a desire to travel. With your rig packed and an epic trip ahead of you, it’s time to capture and document new memories. To do so successfully might require a bit of skill and luck, but it also necessitates the proper camera equipment to ensure you’re ready when the time comes to click the shutter button.

Whether you’re crossing borders on an overlanding trip, hanging out on a camping trip with the family or simply exploring a new location, having access to your trusted gear is key. Peak Design, makers of photography gear, have supplied solutions to elevate the photography experience for adventurers and hobbyists alike.

An Established Brand

In slightly more than 10 years, Peak Design has changed the landscape of photography accessories by providing photographers with innovative products to help them organize and protect their valuable gear. From humble beginnings, the company has quickly become an established brand on which amateur and professional photographers rely. The company accomplished this by embracing new avenues for marketing and sales via “crowdfunding,” which was still in its infancy, and spread the word with the rise of social media. What was a novel approach back then has now become the norm. Today, the company has several designs in various categories that range from photography to travel, along with two flagship stores—one in San Francisco and another in Japan.

As with many brands, the founding of Peak Design was rooted in the need to improve a personal experience by its founder, Peter Dering. While on a four-month trip around the world, Dering realized there wasn’t a great solution for carrying a larger DSLR camera.

Sure, traditional camera straps can provide support and make the camera accessible but would often move around uncomfortably while on the neck, shoulder or worn across the body. In addition, if you’re on a hike, the large camera can often leave its mark with bruises to the body. If the camera is put away in a backpack or another style of bag, you might risk missing the shot.

Peak Design’s Beginnings

As with many entrepreneurs and inventors before him, Dering decided to take a leap of faith and quit his job to dedicate his time to his new idea. This, in turn, would improve the photography experience—and change his life.

Working from his San Francisco apartment, Dering spent 10 months meticulously designing

“PEAK DESIGN, MAKERS OF PHOTOGRAPHY GEAR, HAVE SUPPLIED SOLUTIONS TO ELEVATE THE PHOTOGRAPHY EXPERIENCE FOR ADVENTURERS AND HOBBYISTS ALIKE."

a solution to carry a camera without the need for a strap while simultaneously having it ready to shoot at a moment’s notice. The new invention, dubbed the “Capture,” was born.

Capture conveniently keeps a camera stable and secure while the user is hiking, biking or involved in other activities by attaching it to a backpack strap or belt loop; and, with a click of a button, the camera can be quickly accessed. Dering designed the Capture as two components with one clip that clamps to a backpack strap, belt or bag, along with an Arca tripod-compatible plate that screws onto the base of a camera. The camera locks into place, and a quick-release button makes it easy to remove. The Capture can hold more than 200 pounds of any camera body and lens combination. With this invention, Peak Design came to life.

“PEAK DESIGN HAS CHANGED THE LANDSCAPE OF PHOTOGRAPHY ACCESSORIES BY PROVIDING PHOTOGRAPHERS WITH INNOVATIVE PRODUCTS

TO HELP THEM ORGANIZE AND PROTECT THEIR VALUABLE GEAR."

Successful Crowdfunding Approach

Rather than taking the traditional route to find investors to help fund his project, Dering turned to the fairly new and fledgling website, Kickstarter. This crowdfunding site gave him the opportunity to showcase his idea and product to other photographers and give them the opportunity to support, and eventually purchase, the product. This helped him gauge the market and interact directly with the target consumers every step of the way. By going this route, Dering eliminated the need to dive

deep into his own pockets, while providing the ability to make subtle changes based on feedback. The campaign was an instant success: More than 5,000 people backed the project to help make the idea a reality—more than $360,000 was raised in the process.

Since 2010, no other photography accessory company has been as successful through crowdfunding as Peak Design.

After the incredible launch of Capture, Peak Design has released a slew of products that include camera straps, packs and travel bags. The company now has 10 crowdfunding product launch campaigns under its belt—having raised more than $34 million, including one of the most funded campaigns ever on Kickstarter: Peak Design’s Travel Tripod, which, alone, raised more than $12 million. The company has won an impressive number of awards, including the Best of Show award at the Outdoor Retailer trade show from notable media outlets (Carryology, Gear Patrol and Gear Junkie).

A Winning Company Culture

Yet, despite all the accolades during the past decade, the accomplishment that Dering is most proud of is the company, itself, and the culture within. The company thrives on helping provide its employees with a sense of pride, happiness and overall satisfaction with their personal lives.

“The purpose of this company is for the employees … to be able to lead fulfilling lives,” Dering pointed out. “So, what I'm most proud of is the fact that the purpose is being achieved. Not only do I know it in my bones … but it's evidenced by the fact that we've had a near-zero turnover in the 10 years since I

started this company.”

He added, “The result is an organization that behaves much more like a family than the traditional notion of a 'place of work.' I'm immensely proud of this.”

As the company has grown, its mission statement of six principles has been used as a guiding light and foundation for the overall decision-making:

• Make the best things.

• Succeed at the expense of nobody.

• Treat our customers as peers.

• Offset our environmental impact.

• Use our voice to inspire positive change. • Prioritize happiness over growth.

Peak Design has put the planet before profits via an industry-leading Corporate Social Responsibility (CSR) initiative. The business has taken into account its overall impact economically, socially and environmentally to ensure it's leaving a positive impact on the world.

Peak Designs has adapted practices that align with the organization’s overall mission to help support these goals. As a founding member of

“SINCE 2010, NO OTHER PHOTOGRAPHY ACCESSORY COMPANY HAS BEEN AS SUCCESSFUL THROUGH CROWDFUNDING AS PEAK

DESIGN."

Certified Climate Neutral, the company helps brands efficiently measure, reduce and offset their carbon output. As of January 2020, Peak Design became a certified B Corporation; this classification holds the company accountable for its impact on workers, customers, suppliers, community and the environment.

With all of its success, the company has made a conscious effort to give back. As part of 1% For the Planet, its giving is focused primarily on climate change, conservation efforts and environmental advocacy. To date, the company has donated more than $650,000. In addition, Peak Design has donated more than $2 million over the past five years to various organizations that focus on environmental, health and social justice issues.

With a foundation built on outdoor adventure, it’s only fitting that the brand has been dedicated to providing essential gear and accessories for those who travel and enjoy their time out in the elements. Peak Design has supplied photographers with the peace of mind and confidence to explore more, whether they're traveling by automobile, plane or even motorcycle. In fact, Peak Design’s newest collection focuses on mobile devices with mobile cases and mounts to protect and enhance the journey.

Dering shared, “Road adventures are what gave me the idea for Capture and our tripod. Give me a motorcycle or a rutty dirt track, and

I will find the sense of freedom that inspires the creativity required to solve the problems you inevitably encounter while adventuring. It's this interplay between constantly running into inconveniences and simultaneously having lots of time on the road to think that ends up being the generator of the ideas that become our products.”

“THE ACCOMPLISHMENT THAT DERING IS MOST PROUD OF IS THE COMPANY, ITSELF, AND THE CULTURE WITHIN. THE COMPANY THRIVES ON HELPING PROVIDE ITS EMPLOYEES WITH A SENSE OF PRIDE, HAPPINESS AND OVERALL

SATISFACTION WITH THEIR PERSONAL LIVES."

The gear is tested by experts and put through real-world scenarios, including the camera strap, which provides photographers with the ability to keep their camera close.

Company outings are at the core of the brand, creating a culture that places emphasis on its people.

The Peak Design office provides the comforts of home for its team.

Peak Design gear offers versatile solutions that organize and protect items, such as clothing and gadgets.

Peak Design founder Peter Dering and professional rock climber Alex Honnold at Outdoor Retailer speak about Climate Neutral, an organization he co-founded.