Rugged is the landscape around me, gradually replacing the plains I have left behind. Rugged is the world that calls out to me, a world I can reach with my off-road vehicle. Rugged is everything I see and crave before getting there and making it mine.
Mastering my surroundings subdues my horizons, giving me a feeling of fulfilment: the peaks become less bleak and the slopes less rough, the nights less dark and the frost less cold. “Rugged” is only ever in front of me, never inside me.
Yesterday’s ruggedness is today’s panorama. Tomorrow’s ruggedness will soon be my new horizon.
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Man loves symbols, because they perfectly encapsulate the idea of belonging: to a group, a club, a team, or simply an ideal where values and symbolism evolve together, feeding into one another day after day. In 1941, two simple symbols - a grille and 7 slots - began to spread around the world, gradually becoming associated with freedom, tenacity and reliability. The unstoppable Jeep® vehicle driven by equally unstoppable men was transformed from a simple off-road vehicle into something more, representing strength and adventure. From there, it was just a short step to legendary status. These symbols, found in various shapes and sizes in the Jeep® branded collections, transmit that legend onto anyone who wears them. You’ve seen those 7 slots in hundreds of movies. And now, as you wear them embroidered on a sweatshirt, printed on a T-shirt or stitched on a jacket, you’ll realise the DNA of the collection you love strengthens your own identity too.