Purpose Over Hype

Scroll through Instagram or Facebook and you’ll see it—some new piece of hype gear that claims it’ll “finally complete your EDC” or help you survive the end of the world. It’s always essential, always mission-critical… until you realize you probably don’t need it at all.

The truth is, gear doesn’t make you prepared- purpose, skill, and your own motivation to improve yourself is critical. (Yes, some gear is important, like tourniquets and medical supplies.) A flashy new and expensive EDC might look cool on social media, but if it isn’t built around your actual needs, it’s just for show, and you’re larping. Whether you’re preparing for emergencies, your EDC as a civilian, or building out a duty rig, your EDC should be tailored to solve real problems in your life—not mimic someone else’s highlight reel.

There’s tons of “tacticool” hype brands out there, and while yes, some of them are owned by dudes with real world combat experience, they end up being mostly the same. Selling overpriced products for the “end user” that a majority of people don’t need, yet continue to buy. Off the top of my head I can think of the numerous Facebook Buy/Sell/Trade (BST) groups I’ve seen where people have these brands merch and are selling them for insane mark ups (think 150% and up). I saw a dad hat that originally sold for $35, sell for over $150 used. To be fair though, that is the second hand market and perceived value of the merch, not terrible prices from the brand themselves. There are three types of  people to blame in that situation: the tacticool hype guys that never served in the military and wish they did,  the ones that did serve but wish they were SOF and make it their whole personality, and the people that know about the last two types of people and want to make money. 

On the other side of the same coin you have brands that were built and founded by former SOF guys. These brands usually sell products that 95% of people don’t need and will never use in a real world scenario. But the masses eat that shit up because “they’re SOF guys, they know what they’re talking about”.  Then add on the online training courses and patreon subscriptions, and these brands make an unreasonable amount of money. I’m not here to hate on the brands because they found what works, and how to make money. Go get that money. The fault lies completely on the consumer, or as they like to be called, the end user.

We live in a time where marketing and social media tries to convince you that you’re under-equipped unless your pockets are stuffed and your gear wall looks like a tacticool museum. Influencers post curated flat-lays with four knives, three multitools, and a flashlight that costs more than your rent. Seriously, I’ve seen a 500 lumen light that takes AAA batteries upwards for $280 dollars, and Youtubers recommend it all the time. And while there’s nothing wrong with appreciating good gear, the problem starts when the gear becomes the goal instead of the tool. If you don’t want to use your gear because it might get damaged or get a mark on it, then you know which category you’ve fallen into.

Every week, a new “tacticool” brand pops up promising that their latest pouch, pry bar, or titanium thing will change your life—or at least your EDC rotation. And with high quality photography, influencer discount codes, and artificially limited drops, it’s easy to feel like you’re missing out if you don’t buy in (insanely effective marketing tool). But ask yourself: is that item truly solving a problem in your life, or is it solving a problem for their marketing team?

Too often, we buy gear because it’s trending—not because we need it. Brands and personalities sell aesthetics and exclusivity more than function or purpose, and the result is EDCs that are built for social media engagement, not for use. It becomes more about flexing a name or logo than using equipment that you need.

This gear obsession often disguises a lack of clarity about what you’re actually preparing for. If you can’t explain what each item in your kit is for, or if it hasn’t seen a single rep in training, it’s probably there for hype—not real world use. And when the time comes to use it for real, hype won’t help you, training will.

How can I tell if a company is legit or selling a hype product?

Not all tactical brands are hype-driven, some are forged in real-world use, by people who stake their livelihood and reputations on what they make and sell. The key is knowing how to tell the difference. Look for companies with a clear purpose, a history of supplying professionals, and gear that’s actually field-tested. Seek out voices who train more than they post, and who explain why they carry what they do. If a brand’s identity revolves around exclusivity, drops, and flex culture—it’s probably selling ego and hype, not readiness, nor gear that you want to be carrying.

Building your EDC

Before you start building or rebuilding your loadout, you need to specify what you’re building it for. Without a mission, your gear is just a collection of stuff. Your mission is what gives every item on your belt, in your pocket, or in your bag a reason to be there.

Start by asking yourself:

• What environment do I find myself in the most?

• What threats, risks, or problems am I realistically preparing for?

• What is my role—protector, responder, navigator, provider?

• What tasks must I be ready to perform on any given day?

Your answers shape everything. An urban commuter’s kit might prioritize low-profile tools and medical capability. A rural landowner might emphasize sustainment, comms, and larger tools for land tending and utility repairs. A professional first responder’s loadout will be mission-critical by nature—but even that needs periodic reevaluation, and is specific by job type and the person’s personal setup. For example none of the people I work with run their duty belts the same way I do. All of our gear is setup in a way that works for us individually. (For some strange reason a lot of people I work with are left handed).

This is where the gear-buying process becomes intentional and focused. Instead of asking “What’s the coolest new item I can add?” you start asking “What critical gap am I trying to fill?” If you can’t tie a piece of gear to a defined need within your day to day life, you probably don’t need it—or at least not in daily rotation.

Defining your needs not only helps specify your EDC, it sharpens your mindset and helps you think critically about what you really need. You stop thinking like a collector and start thinking like a problem-solver. That’s where real readiness begins. Keep it simple, carry what you need, and nothing extra. I’ll take my carry from today as an example. I went on a relatively short hike with my wife (about an hour total) and I brought my watch, flashlight, knife, and my phone. I didn’t need anything else, so why bring it? 

Once your needs are specified, it’s time to build your kit with purpose. A functional EDC is more than a pile of gear—it’s a layered system that supports how you live, move, and respond. Every item should earn its place by solving a problem, fulfilling a role, or giving you an edge in your environment.

Think in Layers

A strong loadout is built in layers, each one serving a different function and level of accessibility:

• On-Body Gear – This is your must-have, always-accessible gear. It’s what you carry on your person every day: a knife, flashlight, multitool, IFAK, firearm (if applicable), or comms. These tools should be reliable, quick to reach, and familiar through regular use.

• Bag-Based Gear – Carried in a backpack, satchel, or vehicle go-bag, this layer supports sustainment and contingency. It might include additional and more advanced medical supplies, water, batteries, shelter, tools, or protective equipment. What you carry here depends on how long you plan to be away from your home base and what problems you anticipate.

• Vehicle/Home Based Gear – This is your heavier or less time-sensitive equipment. It could include backup comms, extended medical kits, repair tools, or sustainment supplies. Think of this as your anchor—what you fall back to, not what you fight with.

Purpose Over Popularity

When you lay out your kit, ask yourself what purpose each item actually serves. Does it make you faster, safer, more capable—or is it just filling space? If your plate carrier hasn’t been worn outside your bedroom mirror, or your pocket pry bar has never pried anything, it might be time to reassess.

Gear doesn’t need to be expensive or famous—it needs to work. A purpose-driven loadout means putting reliability, usability, and training value above cool-factor or brand prestige.

Build It. Use It. Refine It.

A good loadout is a living and evolving system. You carry it, train with it, identify weak points, and adjust. Over time, your kit should become an extension of you—not a burden or a fashion statement.

Gear That Earns Its Place

Every piece of gear you carry should have to fight for its spot. If it’s not solving a problem, enabling a skill, or giving you an edge—it’s just weight. A purpose-driven loadout isn’t about how much you can carry. It’s about carrying exactly what you need, and nothing you don’t.

The One-Year Rule

A simple gut check: if you haven’t trained with a piece of gear, used it in the field, or touched it in the last year other than to look cool online, it probably doesn’t belong in your daily rotation. That doesn’t mean it’s trash—it might belong in a backup kit, a vehicle loadout, or your training bin—but it shouldn’t be on your person just because it looked good in someone else’s instagram photo.

Tools vs. Talismans

There’s a difference between tools and talismans. Tools have a job and get used. Talismans are things we carry because they make us feel ready—even if we’re not. If your knife is too nice to cut cardboard, or your flashlight is never turned on except to show it off, you’re not carrying gear—you’re carrying gear culture.

Loadout Discipline

Thinning down your EDC forces you to make intentional choices—and that builds confidence. You begin to understand your own capabilities, limitations, and priorities. The guy with five knives and no medical kit isn’t more prepared—he’s just more cluttered. Your carry should be lean and logical.

Mindset > Loadout

All the gear in the world means nothing without the right mindset behind it. Gear is a force multiplier—but only if you’ve already done the work. Your body, your training, and your mindset are the real foundations of readiness.

A $200 flashlight doesn’t replace situational awareness. A custom holster doesn’t cover poor weapons handling. And no amount of titanium or Cordura will compensate for a lack of fitness, discipline, or courage when it matters.

Train With What You Carry

Purpose-driven gear is gear that you know how to use. That means putting in reps—dry runs, live training, malfunction drills, medical practice, even just repping your draw or reloads during downtime. If you’re not training with it, it’s just decoration.

Physical Readiness Counts

A streamlined loadout also supports mobility, endurance, and comfort. If your kit weighs you down, throws off your gait, or makes you skip training days—it’s not helping. Be honest: are you building a loadout that supports your physical performance, or one that feeds your ego?

Preparedness Is a Lifestyle

Ultimately, readiness isn’t built by what’s in your pocket—it’s built by how you think and act every day. Purpose-driven gear supports a purpose-driven lifestyle. You’re not just collecting tools; you’re becoming the kind of person who can use them well under stress.

In a world flooded with gear drops, influencer kits, and the constant pressure to buy more, it’s easy to lose sight of the mission. But real readiness isn’t found in your Instagram feed—it’s built in reps, refined by experience, and stripped down to what works. Your loadout should reflect clarity, not confusion. Purpose, not popularity.

Take time this week to audit your kit. Lay it all out, and ask yourself:

• What is this piece of gear for?

• When was the last time I trained with it?

• Is this solving a real problem—or just taking up space?

Strip away the hype. Keep what earns its place. Train with what remains. And have fun, experiment sometimes, it helps you learn new things, and helps you find the things you like and the things you don’t.

Because at the end of the day, it’s not about having the coolest gear—it’s about being capable when it counts.