The S logo was born out of our love for whitetails & waterfowl, which shaped our unwavering passion for hunting & the outdoors. The true significance of "S" is the word it represents... Soul. Our souls are the blueprint of who we are & the things we love in life. Only God can truly fulfill our souls and offers us eternal life in Heaven through his son Jesus, but our souls need the outdoors, as well. We like to think that if our soul's told a story of who we are, it would reflect two things: our love for Jesus & our love for the outdoors.