We are for Americans, by Americans, on an adventure loving mission to leave the world better than we found it. We're here to share knowledge to help you get outside in new ways and sell gear for more good days.

Headquartered in Meridian, Idaho near the foothills of the Boise Front Range (a prime adventure access point), our priority has always been to provide a collection of gear that speaks directly to our customers: people who live in the city, but have an insatiable thirst for that next adventure into the unknown. From our core backpack offerings to cutting edge fleeces, extra warm beanies to laid back sunglasses, eco-friendly belts to trustee pocket knives, adventure-proof drinking flasks to never ending hammocks, our list of quality American brands and innovative eco-friendly products continues to grow.

We relentlessly seek out these innovative items, rigorously test them, and bring the chosen few to our customers at fair prices. The selection criteria is simple: if we don't look at each other and say "heck yeah!" after we've experienced what a product has to offer, we'll keep searching. Because of this, we firmly believe that every item you'll find on our site delivers a strong value proposition that far outweighs the price of admission. If you don't agree with us, we're even okay with that: see our Triple Value Promise for more.

We pride ourselves on our selection of eco-friendly gear and American brands that customers will be proud to associate themselves with.

Advanced Primate team members, from left: Kelly, Jan, Tim and Chris at Mountain Timber Coffee in Meridian, Idaho.

Our Vision

To be the people and the company that online customers trust the most. We want each customer to be so satisfied with every transaction that they openly recommend us to friends and family.

Our Mission

To deliver innovative, high quality, adventure gear that lasts way longer than expected and offer it to our customers at sweet spot pricing. We will give value at all touch points through knowledge sharing, inspiration, and our contagious positive message. We will provide the best customer experience around.

Our Purpose

The driving force behind everything we do at Advanced Primate is to provide value and that means giving back on a grander scale than we would be able to do alone. There is power in numbers!

That is why 1% of every sale generated by this store goes directly to 1 (or all 3, customer's choice at checkout) of our worthy animal charities: the Wildlife Conservation Network, the Performing Animal Welfare Society (PAWS), and the Dian Fossey Gorilla Fund. Through Advanced Primate we are proud to help generate resources that leave this rock we call home a better place than we found it.

 #AdventureAdvanced

So there you have it, that's our story. That's why we're here. To help our friends enjoy their adventures to the fullest through innovative gear brought to you by a mission driven retailer so we can all affect positive change while we enjoy the ride. That's what we mean we say "Adventure. Advanced." See you out there!

- The Advanced Primate Team