We currently run http://paracord.me, a site that sells survival bracelets weaved with parachute cord (http://paracord.me/pages/about-us).
We now want to create Naimakka, a proper brand that allows us to communicate values and expand to other accessories (such as knives, lighters, wallets etc). Our products have fewer features than our competitors, we have fewer products, more simple design and more classic (leather over gore-tex and synthetics). We also spend a lot of time on the aesthetics of the products - every single one of the accessories we do is just as much a fashion accessory as it is a premium-quality tool. We are far from the cheapest, but our stuff is extremely well made - sturdy, precision, classic, beautiful.
We'd love a northern, animalistic, scandinavian feel. Think forests, snow, mountains. "Naimakka" is also the name of the coldest and norternmost habitated village in Sweden, -42 degrees celsius.
Our targeted demographic is between 20 and 35 years of age