Make products that are good for the world and good for people that utilize only ingredients that come directly from plants, animals, or the ground and promote a lifestyle that is in accordance with our Primal Philosophy.

"When you're going in the wrong direction progress is the last thing you need"

Christopher Ryan, Civilized to Death: The Price of Progress

What we believe

Humans like all animals are happiest and healthiest when living in their natural environments. As our society has departed from this natural environment we have in general become less happy and less healthy. Only by returning to a lifestyle that more closely resembles our primal ancestors can we restore our health and regain our natural well-being. We look to the past to guide us on how to live in the present.

What we do

True to our primal philosophy we make products rooted in ancestral wisdom that work as good if not better than modern products and contain only ingredients that come directly from plants, animals, or the ground.

Our Mission

Use business as a medium to challenge the prevailing orthodoxy of our modern society and advocate for a return to a more "primal" lifestyle.

Who we are

Two guys on a journey to escape the matrix while trying to do some good along the way.

Our Story
  • Live Outside

    On average modern humans spend 90% of their time indoors. The indoors are meant for sleep or shelter otherwise humans are animals that belong outside.

  • Move Often

    Our ancestors did not have to think about exercise, their lifestyles were full of it. Movement is  a  requirement for robust health and well-being. Instead of “exercising”, create a lifestyle that incorporates movement into your daily life.

  • Always Natural

    Modern industrialized products  are full of chemicals and toxins that are detrimental to our health. Anything that goes in or on your body should come directly from a plant, animal, or the ground.

  • Find Community

    Humans evolved living in small tribes and thrive in similar environments. Being a part of a community in whatever form it takes is critical for human flourishing.

  • Become Self Sufficient

    Our ancestors were capable of surviving with only their minds, bodies, and whatever nature provided. Self sufficiency is a desirable goal that leads to confidence, fulfillment, and security.

  • Do Hard Things

    Constant comfort and convenience does not lead to a fulfilling life. Comfort and convenience paired with hard things creates a balanced life.

  • Seek Higher Purpose

    Rituals, ceremonies and a deep connection to something bigger than ourselves was a part  of everyday tribal life. Like our ancestors we should strive to incorporate a higher purpose into our daily lives.

  • Pursue Freedom

    Hunter gatherer societies do not understand the concept of work because to them there was no such thing. They do what they want when they want. Strive to leave the rat race and unplug from the matrix.