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Steve Misiano


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quick facts

Hometown: Wading River, NY

Pets: Hannah Bananah, my old yellow labrador retriever

Personal Quote:

"It's not about what it is, it's about what it can become." Dr. Seuss, The Lorax

Favorite True North Product:

Power Grid Dual Hazard 1/4 Zip Shirt, it's perfect for Seattle weather year-round.


I lead a company that protects workers from injury and death. Many of whom risk their own life to save others. And I get paid for it. That's cool.

I moved to Seattle in 2003 to live closer to the mountains and water. I'm happiest when I'm outside enjoying the world's wild and beautiful places. You can find me trail running, backpacking, kayaking, or snowshoeing my way through the wilderness. As a result, I depend heavily on gear that withstands brutal abuse and still functions flawlessly. So, it's only natural that I commit my working hours to providing our customers with tools for their outdoor jobs.

Alyx and I were True North when I started working here. The company has changed a lot since 2003. I no longer know every customer and don't remember each product number anymore. But some things never change. From the beginning, True North's philosophy has been to provide innovative products at competitive prices, then back them up with a lifetime warranty and great customer service. As True North's President, I'm responsible for making sure that we continue to live by this philosophy every day. The praise and criticism we've received has made us who we are today. If you've ever felt there's some way to improve our products or service, I'd sure appreciate you taking a moment to share your thoughts with me.

And if you want to go play in the wild, give me a shout. In this photo I'm wearing my PowerDry FR t-shirt and Double Diamond daypack in Canyonlands National park. If you've never spent a few nights sleeping under the stars in Chesler park, add it to your bucket list, and I'll be your guide.

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