Guided by instinct. Grounded in purpose.

We want to make it simple and safe to explore nature without leaving a trace. We aim to help more people connect with their inner strength and instinct through time outdoors. With training, courses, and the right gear, we help you feel more prepared, more capable — and ready to be a resource, for yourself and for others.

Our Purpose

"We exist to empower and protect pathfinders and the wilds we venture."

Henrik Sollie - Co-founder & CEO

Our Mission

“We deliver gear that protects you, yours, and those who protect us.”

Jonas Langseth - Co-founder & CoB

Core values and guiding principles

We move with clarity, not noise. Rooted in something older than reason, we trust what we know deep down. Our purpose gives us direction. Our instincts keep us safe. Together, they shape every step we take.

Equipment for rescuers, soldiers and those who roam. Replaces rescue bags, hypothermia wraps, wind shelters and bivy kits. Gear you don’t need until you do.

Urkraft

< Inspired by the past

Urkraft

< Inspired by the past

Utforskerånd

< Guided by the present

Utforskerånd

< Guided by the present

Utholdenhet

< Looking toward the future

Utholdenhet

Looking toward the future

Utholdenhet

< Looking toward the future

Primal Force

I embody instinct – a raw strength that enables me to act intuitively. We innovate to act with clarity and unwavering conviction.

I embody instinct – a raw strength that enables me to act intuitively. We innovate to act with clarity and unwavering conviction.

I embody instinct – a raw strength that enables me to act intuitively. We innovate to act with clarity and unwavering conviction.

Spirit of Exploration

I am driven by curiosity and the courage to explore uncharted paths. True discoveries happen in the unknown, where a shared compass leads us swiftly and safely.

I am driven by curiosity and the courage to explore uncharted paths. True discoveries happen in the unknown, where a shared compass leads us swiftly and safely.

Spirit of Exploration

I am driven by curiosity and the courage to explore uncharted paths. True discoveries happen in the unknown, where a shared compass leads us swiftly and safely.

Endurance

I overcome obstacles as natural steps toward ambitious goals. With strong community and determination, perseverance conquers all challenges.

I overcome obstacles as natural steps toward ambitious goals. With strong community and determination, perseverance conquers all challenges.

Endurance

I overcome obstacles as natural steps toward ambitious goals. With strong community and determination, perseverance conquers all challenges.

UR or you’re not.

Become part of a simpler way. Rooted, real, and ready.

Join UR®

UR or you’re not.

Become part of a simpler way. Rooted, real, and ready.

Join UR®

UR or you’re not.

Become part of a simpler way. Rooted, real, and ready.

Join UR®