Savvy. Ingenuity. Craftsmanship. Attention to detail. These are just a few of the company traits that contributed to our emergence as a world leader in outdoor gear. But then there's the issue of toughness. And frankly, nothing could be tougher than living down the first career of founder Joseph Gerber as...that's right...an advertising man. You could call it the "Boy Named Sue" syndrome. And live it down we have. Joseph Gerber started Portland, Oregon's Gerber Advertising back in 1910. One Christmas, he hired a local knifemaker to craft 25 sets of kitchen cutlery as client gifts. The knives were so popular, Mr. Gerber ultimately left his agency to launch Gerber Legendary Blades in 1939. It makes sense, really. An idea man gets the idea of a lifetime and turns it into a major outdoor brand. One that commands respect among knifelovers and knifemakers alike. And now that high regard is spreading in new directions, in the form of many outstanding products. Such as tools, personal L.E.D. lighting, and backpack hydration.