Creators of Think Tank Launch New Camera Bag Company

2012.12.07

Think Tank Photo Launches MindShift Gear

Innovative carrying solutions for those passionate about experiencing the natural world<

SANTA ROSA, CALIFORNIA. The founders of pioneering camera bag design firm Think Tank Photo today announced that they have launched a new camera bag company, MindShift Gear. MindShift is a group of committed professional photographers and product designers who support conservation and protection of our natural resources and planet.

Founded by the creators of Think Tank Photo and conservation photographer Daniel Beltrá, MindShift is dedicated to building carrying solutions for those who are passionate about experiencing the natural world. The company's slogan, "Engage with nature," challenges people to not only become involved in outdoor activities, but to create a conversation about nature and our relationship to the environment.

MindShift's proprietary Rotation180° technology will specifically target outdoor professionals and enthusiasts who work in nature and need quick access to their gear. Their first product that features this technology is the rotation180° professional, a sophisticated outdoor photography backpack that features an integrated waist pack that rotates out of the lower section to the front of the body, allowing full access to gear.

The problem with traditional backpacks is that you have to take them off of your back or swing them forward to access gear inside," said MindShift's co-founder Doug Murdoch. "Utilizing the rotation180° technology, the integrated waist pack rotates to the front of the body and offers rapid access to the contents without having to stop, take off the pack, sling it over one shoulder, or set it on the ground."

Through KickStarter's online pledge system for funding creative projects, MindShift seeks to generate orders to help pay for production of the first edition of the new backpack.

MindShift is co-founded by Doug Murdoch, founder, CEO, and lead designer of Think Tank Photo; Mike Sturm, co-founder of Think Tank Photo; Jerry Dodrill, award-winning adventure outdoor photographer; Daniel Beltrá, award-winning conservation photographer; and Brian Erwin, a former Sierra Club staffer and Think Tank Photo's marketing adviser.

"Our customers will be the devoted community of outdoors people who use photography to tell important stories and chronicle real life adventures," said MindShift's Jerry Dodrill. "They are hikers, skiers, and mountaineers, sports, nature and wildlife photographers, travelers, and scientists who rely heavily on their equipment and are passionate about experiencing and preserving the natural heritage of our planet.

"Our designs are the result of extensive field work by our team of top conservation, nature, and adventure photographers. With their input we strive to build the most innovative and functional products on the market, providing protection and accessibility to equipment in even the most intense conditions. As conscientious manufacturers it is our obligation to make products that are long lasting, repairable, and have the least impact on the planet"

MindShift has a full slate of new bags and accessories in development that feature innovative designs and the highest quality materials.

Funding ends on January 2nd. Go to the Rotation 180 KickStarter page to get involved and see an introductory video.

• Bag