Before we get into it, it’s worth noting that the purpose of Peak Design (why we do it) is to create happy, meaningful lives for the people that work here. That may sound trite, perhaps even selfish. But we believe our mission can only be achieved when 34 (and counting) self-actualizing, highly stoked people enthusiastically step into the Peak Design office every day. Our purpose and our mission go hand-in-hand.

01 Make the best things

We are a design company—it’s in our name and in our blood. Our products must be innovative, beautifully crafted, and quite literally the best in their category. This is a high bar, but it provides necessary challenge and appropriate limits. Pursuit of this high standard gives us pride, satisfaction, the exuberance of mental strain, and many sleepless nights.

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The majority of people who make Peak Design products (500+) work in our partner factories in Vietnam and China. They aren't direct Peak Design employees, but they are equally entitled to happy, satisfying lives. We are not successful unless they partake in that success. We negotiate fair pay and safe working conditions in our factories. We visit them regularly and invest in audits so we can confidently hold ourselves accountable to this objective.

03 Treat our customers as peers

Our customers are smart, capable adults who can sniff out insincerity from a mile away. They expect and deserve transparency, so we make a point of telling them what we’re thinking, what we’re doing, and why we’re doing it. When we screw up, we admit it and fix it. We learn tons from our customers. Hence, we foster two-way communication with warmth, wit, and respect. We don’t just welcome their feedback, we actively seek their collaboration in improving our products and company. And this isn’t just about those who use our gear—it’s about resellers, media, industry friends, partners, and humans in general.


We strive to leave this planet better than we found it. We are aware that making and shipping things harms the environment. Offsetting this impact is a responsibility we feel as both a company and individuals. We donate 1% of our revenue to environmental nonprofits. We also guarantee our products for life, and refurbish broken items to keep them in use and out of landfills. We can and will do much more.

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Big oil spends a heap of money to get their voice out there and keep the shale cracking. We don’t have that kind of scratch, but we do have a voice. And we’re gonna use it to fight for the things we care about in the hopes that those listening will be inspired to take action.

06 Seek happiness over growth.

This means two things. First, it’s about designing our company around the objective of having fun, both in and out of work. We hire fun people, and give them flexibility to work when and where they please. We also make products that we ourselves will use and love. Secondly, this means not selling out. We believe a close-knit team and 100% employee ownership are keys to the effective pursuit of our mission. We will stick to these guns, especially when the temptation to grow bigger and faster stares us in the face.

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This mission, along with some good ol’ fashioned luck, has been our formula for success. It was not derived from MBAs, leadership books, or a predetermined strategy. It just happens to be the way that we've been doing things since the beginning of this company, and we finally wrote it down. Peak Design has been shaped by our desire to enjoy our own lives and to do good. We sincerely hope we encourage others to do the same. Lastly, we acknowledge that we have, and will always have, much to learn.