Photography Gear for the Outdoor Enthusiast: Peak Design
Travel Photography Made Easy
Traveling and photography often go hand in hand. Many are inspired to travel when they see breathtaking photographs of exotic locations on social media, books and magazines. This often creates a desire to travel. With your rig packed and an epic trip ahead of you, it’s time to capture and document new memories. To do so successfully might require a bit of skill and luck, but it also necessitates the proper camera equipment to ensure you’re ready when the time comes to click the shutter button. Whether you’re on an overlanding trip or hanging out on a camping trip, having trusted gear is key. Peak Design, makers of photography gear, have supplied solutions to elevate the photography experience for adventurers and hobbyists alike.
The team at Peak Design has grown since its humble beginnings a decade ago.
An Established Brand for Trusted Photography Gear
In slightly more than 10 years, Peak Design has changed the landscape of photography accessories by providing photographers with innovative products to help them organize and protect their valuable gear. From humble beginnings, the company has quickly become an established brand on which amateur and professional photographers rely. The company accomplished this by embracing new avenues for marketing and sales via “crowdfunding.” The concept was still in its infancy, and became more popular with the rise of social media. What was once a novel approach has now become the norm. Today, the company has several designs in various categories that range from photography to travel. They also have two flagship stores—one in San Francisco and another in Japan.
Experts test the gear by putting it through real word scenarios. The camera strap provides photographers with the ability to keep their gear close at hand.
As with many brands, the founding of Peak Design was rooted in the need to improve a personal experience by its founder, Peter Dering. While on a four-month trip around the world, Dering realized there wasn’t a great solution for carrying a larger DSLR camera.
Traditional camera straps can provide support and make the camera accessible but would often move around uncomfortably while on the neck, shoulder or worn across the body. Dering also noted that on hikes, large cameras can often leave their mark with bruises. Alternatively, a camera carried in a backpack runs the risk of missing chances for great shots.
An Idea Becomes a Business
As with many entrepreneurs and inventors before him, Dering decided to take a leap of faith and quit his job to dedicate his time to his new idea. This, in turn, would change his life—and improve photography experience for enthusiasts. Working from his San Francisco apartment, Dering spent 10 months meticulously designing a solution to carry a camera without the need for a strap. The new invention, dubbed the “Capture,” was born.
Capture keeps a camera stable and secure during hiking, biking or other activities by attaching to a backpack strap or belt loop. The camera can be accessed with just the click of a button. Dering designed the Capture as two components with one clip that clamps to a backpack strap, belt or bag, along with an Arca tripod-compatible plate that screws onto the base of a camera. The camera locks into place, and a quick-release button makes it easy to remove. The Capture can hold more than 200 pounds of any camera body and lens combination. With this invention, Peak Design came to life.
Successful Crowdfunding Approach
Rather than taking the traditional route to find investors to help fund his project, Dering turned to the fairly new and fledgling website, Kickstarter. This crowdfunding site gave him the opportunity to showcase his idea and product to other photographers. Kickstarter also gave them the opportunity to support, and eventually purchase the product. This helped him gauge the market and interact directly with the target consumers. By going this route, Dering eliminated the need to dive deep into his own pockets, while providing the ability to make subtle changes based on feedback. The campaign was an instant success: More than 5,000 people backed the project to help make the idea a reality. More than $360,000 was raised in the process. Since 2010, no other photography accessory company has been as successful through crowdfunding as Peak Design.
Peak Design has continued to released a slew of products, including key photography gear such as camera straps, packs and travel bags. The company now has 10 crowdfunding product launch campaigns under its belt. They have raised more than $34 million, including one of the most funded campaigns ever on Kickstarter: Peak Design’s Travel Tripod. The tripod alone raised more than $12 million. The company has won an impressive number of awards, including the Best of Show award at the Outdoor Retailer trade show from notable media outlets (Carryology, Gear Patrol and Gear Junkie).
A Winning Company Culture
Despite all the accolades, the accomplishment that Dering is most proud of is the company culture. The company thrives on helping provide its employees with a sense of pride, happiness and overall satisfaction with their personal lives.
The Peak Design office provides the comforts of home for its team.
“The purpose of this company is for the employees … to be able to lead fulfilling lives,” Dering pointed out. “So, what I’m most proud of is the fact that the purpose is being achieved. Not only do I know it in my bones … but it’s evidenced by the fact that we’ve had a near-zero turnover in the 10 years since I started this company.” He added, “The result is an organization that behaves much more like a family than the traditional notion of a ‘place of work.’ I’m immensely proud of this.”
Peak Design has grown, but it’s mission statement has stayed the same. With six principles, it has been a guiding light and foundation for decision making within the company:
- Make the best things.
- Succeed at the expense of nobody.
- Treat our customers as peers.
- Offset our environmental impact.
- Use our voice to inspire positive change.
- Prioritize happiness over growth.
A Company Dedicated to Social Responsibility
Peak Design has put the planet before profits via an industry-leading Corporate Social Responsibility (CSR) initiative. The business has taken into account its overall impact economically, socially and environmentally. Peak Designs has adapted practices that align with the organization’s overall mission to help support these goals. As a founding member of Certified Climate Neutral, the company helps brands efficiently measure, reduce and offset their carbon output. As of January 2020, Peak Design became a certified B Corporation; this classification holds the company accountable for its impact on workers, customers, suppliers, community and the environment.
Company outings are at the core of the brand, creating a culture that places emphasis on its people.
With all of its success, the company has made a conscious effort to give back. As part of 1% For the Planet, giving is focused primarily on climate change, conservation efforts and environmental advocacy. To date, the company has donated more than $650,000. In addition, Peak Design has donated more than $2 million over the past five years to various organizations. They choose causes that focus on environmental, health and social justice issues.
THE accomplishment that Dering is most proud of is the company, itself, and the culture within. The company thrives on helping provide ITS employees with a sense of pride, happiness and overall satisfaction with their personal lives.
Peak Design gear offers versatile solutions that organize and protect items, such as clothing and gadgets.
Reliable Equipment Protection on the Go
Peak Design has a foundation built on outdoor adventure. Because of this, providing reliable photography gear and accessories for travelers is a major focus. Peak Design has supplied photographers with the peace of mind and confidence to explore more, whether they’re traveling by automobile, plane or even motorcycle. Peak Design’s newest collection focuses on mobile devices with mobile cases and mounts. That along with other photography gear to protect and enhance the journey provides peace of mind.
Peak Design founder Peter Dering and professional rock climber Alex Honnold at Outdoor Retailer speak about Climate Neutral, an organization he co-founded.
Dering shared, “Road adventures are what gave me the idea for Capture and our tripod. Give me a motorcycle or a rutty dirt track, and I will find the sense of freedom that inspires the creativity required to solve the problems you inevitably encounter while adventuring. It’s this interplay between constantly running into inconveniences and simultaneously having lots of time on the road to think that ends up being the generator of the ideas that become our products.”
