Articles from the Cache

We built CACHE_Seven because something in the outdoor industry didn’t sit right with us.

Every year, brands spend billions convincing people what to buy—slick ads, polished campaigns, influencer content. Meanwhile, the people with the deepest expertise—outdoor professionals who live and breathe these environments—are often left completely out of the conversation.

These are the people, the professionals, we trust to keep us safe in avalanche terrain, read river flows, teach our kids to fish, help us summit a peak or navigate a desert. They know what works, and just as importantly, what doesn’t. Their experience isn’t theoretical. It’s lived. It’s earned.

And yet, they’ve never had a real seat at the table when it comes to gear and apparel.

Guy Robins was raised with a deep connection to the outdoors, learning fishing and guiding at a young age from his father in Scotland. His adventurous spirit led him to the Himalayas where he co-owned an expedition company and discovered a passion for mentoring young guides. Based in Idaho for the past 20 years and working as a respected fly fishing guide, Guy, never passes up a chance for a day on the river or an adventure in the mountains. The father of two, being active in the outdoors is as necessary as oxygen. And he shares that passion with others, generously.