Relentless by Design Fall 2020
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STUDIES AND OBSERVATIONS GROUP RELENTLESS BY DESIGN FALL 2020 WELCOME MESSAGE FROM THE FOUNDER As we enter the third decade of the 21st century, the world In 1986 we started SOG Specialty Knives with very modest goals. is changing at an increasingly rapid pace. New challenges, We wanted to reproduce the original MACV-SOG Bowie knife out opportunities and shifts seem to arise almost hourly in politics, of respect for the men who carried it, create the highest quality technology, culture and science. Each day, it seems, we’re forced products, and be a positive force in the world. We did that and to re-evaluate how best to address the weighty issues much more — establishing one of the most innovative and respected affecting humankind. brands in the industry for knives and tools at the time. We achieved this mostly because we listened to our users and aimed to exceed For the past two years, SOG has been positioning itself to be at their expectations. the leading edge on this surge of change. We’ve evolved with an eye on the future. We’ve been honing our mission of enhancing I am sometimes asked to give an example of pinnacle moments human potential and are determined to be an enabler of individual in the company’s history where potential and capability collided, achievement in this challenging, changing, environment. I feel that now is one of those moments. SOG today has come full GROUP STUDIES AND OBSERVATIONS circle and is on a mission to continue our philosophy to Study and The manifestation of our efforts are found in our range of 2020 Observe, and through this, provide users with the tools to enhance knives and multi-tools. Each of our new offerings are founded on their potential. SOG’s future pushes into an even greater extension of the principle of study, observe, understand, apply and repeat. the original intent when SOG was founded, but I cannot be prouder of This will establish a new standard for SOG in the synthesis of what the company has grown into. form and function. Spencer Fraser As SOG adapts to the realities of the changing world, we are driven Founder to create personal gear solutions that interface seamlessly with the operator. We want to enable your achievement of maximum potential by providing products that will deliver boldly and confidently through flawless function. 3 As the tempo of human achievement gets faster and faster, SOG deepens our commitment to keep up. That’s evident in our new products for 2020, and forms the backbone of where we’ll continue to go. Joe Mc Swiney CEO STUDIES AND OBSERVATIONS Our Mission 5 Our Process 6 Relentless by Design 7 Situation-Ready Solutions 8 Our Design Philosophy 10 Packaging 2020 11 New SOG Product Naming Conventions 13 NEW FOR FALL 2020 GROUP STUDIES AND OBSERVATIONS Assisted Technology XR Lock 16 Trident AT 19 Aegis AT 20 Flash AT 23 2020 AND BEYOND XR Lock 24 Pentagon XR 27 3 Vision XR 28 SOG-TAC XR 31 Ultra XR 32 Compound Leverage 34 PowerAccess Assist MT 37 MATERIALS Blade Steels 40 Handle Materials 42 Anatomy of a Knife 43 STUDIES AND GROUP STUDIES AND OBSERVATIONS OBSERVATIONS GROUP OUR MISSION: STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS SOG was inspired by the code name of an elite U.S. Military group TO PROVIDE ENHANCED formed during the Vietnam War: Military Assistance Command 5 4 CAPABILITIES FOR HUMAN Vietnam — Studies and Observations Group. POTENTIAL Over the course of the last year, we’ve taken the studies and Every leap in human achievement is defined by our resilience observations part of our name as a directive and guiding principle and determination to grow stronger from adversity. Our purpose for our future. This means even more refinement when it comes to is to make each generation of SOG users the most confident design, bolder innovations, harder-working engineering and deeper and capable yet. Whether it’s on the frontline, on patrol, when insights in order to deliver greater dependability and performance, the SHTF, at the summit, the campsite or on the last train home especially under pressure. Since our origin, we’ve always worked for the night. In an unpredictable world, the ultimate advantage closely with users to ensure they have the tools to complete the is to live ready. mission at hand. Now, we’re looking to apply our knowledge and experience to develop solutions for those who are driven by a greater purpose. RELENTLESS BY DESIGN The human spirit is restless — constantly trying new things and pushing at boundaries. The only way to truly keep up with it is to harness it. It’s why we’re relentless in our pursuit of systems and solutions for those compelled to respond faster, push themselves further, and ensure mission success more often. It’s why our design approach is an ever-continuing loop — each cycle pooling the sum of experience and knowledge of our users for us to expand and improve upon. At SOG our work is never done. It’s the only way we can enhance the capability of human potential both now and for generations to come. GROUP STUDIES AND OBSERVATIONS OUR PROCESS: STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS STUDY. OBSERVE. UNDERSTAND. APPLY. 7 6 AND REPEAT. Our process begins with a better understanding of real people looking for real-world solutions. We study, observe, understand, apply and then repeat the process, each time building on the insights we’ve gained. Continuously designing, engineering and innovating. It’s these extraordinary lengths that result in extraordinary products of enhanced capability. Consistent, quality gear designed to exceed expectations and complete the task at hand. This process starts and ends with completely understanding our users. SITUATION-READY PROFESSIONAL Engineered for professional users SOLUTIONS and the broad variety of missions Each SOG product comes ready to perform, with the they undertake. additional benefit of being designed around specific use-case scenarios. This gives every SOG user the ability to outfit themselves with the right tool for the task at hand, including mixing and matching solutions to create the perfect system for their needs. SOG’s systems and solutions are focused around three main types of use. STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS OUTDOOR Honed for adventurers regularly exposed to the natural elements and outdoor conditions. STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS 9 8 DAILY Designed for confident, self-reliant problem solvers who believe in being ready for anything. PACKAGING 2020 With a refreshed brand and new product coming in Fall 2020, SOG has taken this opportunity to update its packaging, creating a more uniform experience between product types by utilizing common parts, elevating the look and feel, whilst using less material for packaging and shipping. STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS OUR DESIGN 1 IT STARTS WITH PEOPLE All our solutions start by engaging our subject matter experts, 11 10 PHILOSOPHY including elite military units, law enforcement, emergency medicine, Our product range’s capabilities are as uncompromising as our deep- first responders, trainers, park rangers, adventurers, overlanders, rooted drive to provide enhanced capabilities for human potential. hunters, designers, photographers, engineers and others. Our entire company lives this ideal, in order to deliver on it through the products we put in users’ hands. 2 INTENTIONAL DESIGN To achieve this, we utilize our three-step process called Once we’ve zeroed in on the real-world problems we’re trying to solve, Relentless by Design. we implement a strict set of guiding principles to make certain every design measures up to our exacting standards. 3 SYSTEMS FOR ENHANCED CAPABILITY As SOG shifts to becoming a provider of mission-centric solutions, we will increasingly deliver on product systems designed to work with one another — providing users with end-to-end solutions to meet their mission needs. NEW SOG PRODUCT NAMING CONVENTIONS As part of our product refresh, we’re aiming to make it easier to understand our product range. Starting with our new -for-2020 GROUP STUDIES AND OBSERVATIONS products, we’re standardizing our naming conventions so that every similar type of product has a two- to three-letter designation. STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS 13 12 STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS NEW FOR FALL 2020 Made specifically to meet the demanding needs of each of our users, this is the most STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS advanced line-up of SOG products yet. 15 14 ASSISTED TECHNOLOGY XR LOCK (AT-XR LOCK) New for 2020, SOG is introducing Assisted Technology (AT) for the KEY BENEFITS OF AT-XR LOCK XR Lock — delivering a powerful and fast one-handed deployment on command. Assisted Technology open: • Powerful and fast deployment Debuting on the 2020 refresh of some of SOG’s most popular folding knives, Assisted Technology XR Lock knives are so precise • Easy open with gloves and easy to use, that it feels as fast and convenient as opening • Ambidextrous open an automatic. Spine mounted safety: The AT-XR Lock works through the balance of opposing high tension • Can feel position of safety without looking coil springs. As you initiate the opening action, the force propelling • One-handed operation your blade open becomes greater than the force keeping it closed. The result is a blade that springs completely open almost instantly • Fully ambidextrous once it is engaged. STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS LOOK FOR THIS ICON ON PACKAGING FOR AT-XR LOCK = BLADE LOCKED + = BLADE READY TO OPEN Disengage by sliding thumb Rounded + red indicator, blade forward along spine ready to deploy STUDIES AND OBSERVATIONS GROUP GROUP STUDIES AND OBSERVATIONS 17 17 16 TO OPEN 1.