The ethos at Wild Country has always been to utilise the experience of the people ‘on board’ to design and build products that we know are of the highest quality and highly relevant to the climbers of the day. There is a stringent ideal that Wild country is not and never should be ‘ me too’ company which imitates or borrows from others but should at all times strive to innovate and contribute to the sum of climbers knowledge of how and why things work and use this knowledge to produce products which add to the climbers armoury. These ideals have been shaped from the beginnings of the company because of the incredible significance on the climbing scene of its first two products, Friends and Rocks and the curiously infective inquiring mind of its founder Mark Vallance to seek out new ways and means to make the best gear – see History for more details. It is the job of the present incumbents to keep this going and in some ways to be part of Wild Country is to be a ‘keeper of the torch’ and to make sure British climbing innovation, ideas and ideals remain at the forefront of the world climbing scene. Therefore, every season whatever is launched should be able to be seen a step forward. Whether the step is a giant one; Friends Rocks Ropeman or a small one, which may be a clever twist on a theme Rockcentrics, Superlight Rocks, 10mm Dyneema, everything should be practical, purposeful and a step forward to the ideal of producing ‘the perfect rack… So who are the people whose ideas and products you put your life on the line with: The Wild Country Team | 
