SOG’s revamped brand direction shines through with intro of three new knives

April 22, 2020

Flash AT, Aegis AT and Trident AT designed for specific end-users

Lynnwood, WA –As Studies and Observations Group (SOG) undergoes an in-depth brand transformation in 2020 it introduces new knives and multi-tools, each relentlessly designed to meet or exceed the specific demands of end-users.

Leading off the new introductions are total redesigns of three favorite SOG assisted-opening folding knives:
FlashAT, Aegis AT and Trident AT. Each feature SOG’s newly developed Assisted Technology XR locking mechanism (AT-XR Lock), are fully ambidextrous and use titanium nitride coated cryogenically heat-treated D2 stainless steel. The newest versions of these best-selling knives deliver real-world solutions for three clearly defined segments of SOG users: Flash AT for daily carry, Aegis AT for outdoor users and Trident AT for professionals.

“Previous versions of these three knives have been among the most popular in the SOG lineup for about a decade,” said Jonathan Wegner, Vice President of Brand, who leads the new design direction and oversees product strategy at SOG. “Because they clearly represent each of our three user groups, they were the most obvious to kick off our entirely new product and brand approach.”

SOG’s brand transformation emanates throughout the 2020 collection of knives and tools. Each of SOG’s new offerings are the culmination of insights and feedback provided by SOG’s cadre of subject matter experts, made up of professional, outdoor and everyday carry specialists. SOG applies a process of study, observe, understand, apply and repeat, that begins with a deep dive with users, before committing to any design solution. Coupling insights with a proven track record of design and engineering innovation, these new knives are poised to set a new standard as SOG moves forward with increasing the depth and breadth of its product line.

Each featuring SOG’s new and distinct visual brand language, Flash AT, Aegis AT and Trident AT utilize SOG’s incredibly strong XR locking mechanism that has consistently proven to deliver more than 1,000 pounds of lock-up strength in the new, lightning fast AT-XR Lock assisted-open mechanism, designed specifically for this new lineup. The new knives also come in a number of blade styles and various color choices in durable and ergonomic GRN handles.

MSRP for the three folders: Flash AT ($83.95), Aegis AT ($94.95) and Trident AT ($105.95). The three new models are available from Blade HQ, Knife Center and Smoky Mountain Knife Works, as well as SOG’s website.

“These three knives set the table for our 2020 line that puts us on a course to push new boundaries,” said Wegner “This is just the beginning of our pursuit to design solutions that will equip people for greater purpose.”

ABOUT STUDIES AND OBSERVATIONS GROUP

Based in Seattle, SOG takes its name to honor an elite Special Forces military group of the Vietnam era. SOG was founded in 1986 by Spencer Frazer. Working closely with end-users, utilizing a design process of study, observe, understand, apply and repeat, SOG strives to provide enhanced capabilities for human potential. Focused on professional, outdoor and daily users, SOG’s purpose is to make each generation of users the most confident and capable yet through a diverse range of situation-ready gear. SOG’s solutions span knives, multi-tools, illumination, packs and other gear.