What Everyday Carry does

Everyday Carry is an online social platform and editorial media property serving the everyday carry (EDC) gear community. Founded in 2009 by Bernard Capulong and headquartered in San Francisco, the company operates everydaycarry.com as a content publishing platform organized around three primary verticals: EDC gear news and product announcements, curated buying guides covering knives, wallets, flashlights, watches, pens, and bags, and user-submitted "pocket dump" showcases. Supporting the core site are a YouTube channel (44k subscribers), the Carried Away Podcast, a TikTok presence (285k followers), and a two-tier email newsletter system (Gear Drop at 213k subscribers and Inner Circle at 120k subscribers).

The underlying technology is a WordPress-based content management system with embedded affiliate link integration. There are no disclosed proprietary features, APIs, or AI/ML capabilities. The platform operates a community-led, user-generated content model in which enthusiasts submit gear photos and lists that are curated and published by a small editorial team, supplemented by SEO-optimized editorial coverage and buying guides.

The business model is a multi-stream media monetization engine rather than a product or SaaS company. Revenue is generated through (1) Amazon Associates affiliate commissions on linked product purchases, (2) display advertising and sponsored content placements from major EDC brands including Gerber, Leatherman, Benchmade, Spyderco, Ridge, and Kershaw, and (3) newsletter sponsorship through the Gear Drop and Inner Circle email lists. From March 2022 to April 2025 the company was owned by Ridge, and as of May 2025 it is independently operated again by founder Bernard Capulong. There are no disclosed funding rounds, and the company operates with a small editorial team of roughly eight contributors.

Name

Everyday Carry

Legal name

Everyday Carry

Website

https://everydaycarry.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Everyday Carry is an online media platform and community serving everyday carry (EDC) gear enthusiasts, publishing editorial news, buying guides, and user-submitted pocket dumps. Founded in 2009 and independently operated, it monetizes through affiliate commerce, sponsored content, and newsletter advertising targeting niche gear consumers and brands.

Ownership category

akta.pro rank

Product category

Lifestyle Media Publishing

NAICS

Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Newsletter & Email Digest Aggregators (MPACAKAG)

Keywords

• EDC gear content
• Gear buying guides
• Affiliate media publishing
• Lifestyle content publishing
• Community gear showcases

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate Marketing: Amazon Services LLC Associates Program - site earns advertising fees by linking to products on Amazon.com. Commission-based revenue when users purchase through affiliate links.
2. Sponsored Content & Advertising: Sponsorship opportunities including sponsored posts, giveaways, social and email promotion. Display advertisements on the site. Partnerships with major EDC brands including Gerber, Leatherman, Benchmade, Spyderco, Ridge, and others.
3. Newsletter Sponsorship: Email newsletter sponsorship opportunities through their 'Inner Circle' and 'Gear Drop' email lists.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Everyday Carry operates an online editorial media platform that publishes EDC (Everyday Carry) gear news, curated buying guides, and user-submitted pocket dump showcases. The platform monetizes through display advertising, sponsored content placements with major gear brands, and affiliate commissions via the Amazon Associates Program, while distributing content through its website, email newsletters, YouTube channel, and the Carried Away Podcast.

Product overview

Everyday Carry is an independent online media and community platform focused on everyday carry (EDC) gear content. Founded in 2009 and independently operated since May 2025 (previously owned by Ridge from 2022-2025), the site functions as a content publisher rather than a product company. Its portfolio consists of three primary content verticals: EDC Gear News (product announcements and industry coverage), Buying Guides (curated product recommendations), and Pocket Dumps (community-submitted gear showcases). Supporting offerings include video content via YouTube, the Carried Away Podcast, a user submission platform for community engagement, and an email newsletter. The company monetizes through affiliate commerce, sponsored content, and advertising partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Everyday Carry Website (EDC Gear News)

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• RidgecoreStrategic or Co-development Partner · 1 March 2022From March 2022 to April 2025, Everyday Carry was owned and supported by Ridge, a major EDC wallet and gear brand. As of May 2025, Everyday Carry is independently owned and operated by its original founder Bernard Capulong.
• Amazon Services LLC Associates ProgramcoreGTM or Marketing PartnerAffiliate advertising program participant. Site earns advertising fees by advertising and linking to Amazon.com products. Major revenue source through commission on product sales.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Gear Patrol: Gear Patrol is a men's lifestyle and gear publication covering EDC, outdoor, and everyday products with reviews, buying guides, and gear news — a direct editorial and audience analog to Everyday Carry.
• Huckberry: Huckberry combines editorial content with a curated men's gear marketplace, monetized through affiliate/1P commerce and sponsorships — overlapping with EDC's content-plus-affiliate model and core audience.
• Uncrate: Uncrate is a long-running men's gear and product discovery blog with affiliate monetization and curated buying guides — structurally the closest historical analog to Everyday Carry.
• InsideHook: InsideHook is a men's lifestyle and gear publication with newsletters, sponsored content, and product recommendations aimed at a similar enthusiast demographic.
• Cool Material: Cool Material is a men's gear and product discovery site publishing curated lists and gift guides monetized through affiliate links — directly overlapping with Everyday Carry's buying-guide format.
• The Awesomer: The Awesomer is a product discovery blog featuring curated gear lists and affiliate links aimed at a male enthusiast audience comparable to EDC's.
• Bespoke Post: Bespoke Post combines editorial curation with curated men's gear subscriptions, overlapping with EDC's product-discovery and enthusiast-audience model.
• Hodinkee: Hodinkee is a vertical-specific content-led publication (watches) with affiliate commerce, newsletter, and YouTube — a comparable content-plus-affiliate model within an enthusiast vertical.

Broad incumbents

• Field & Stream: Field & Stream is an established outdoor/gear publication covering adjacent EDC-adjacent categories (knives, flashlights, packs) at significantly greater scale, providing broader incumbent comparison.
• Popular Mechanics Gear: Popular Mechanics is a legacy general-interest publication with significant gear and EDC-adjacent editorial coverage, representing a broad incumbent competing for the same advertiser dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/everydaycarry
• YouTubeyoutube.com/@everydaycarry
• Instagraminstagram.com/everydaycarry
• TikToktiktok.com/@everydaycarry
• Facebookfacebook.com/everydaycarry
• LinkedInlinkedin.com/company/everydaycarry

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Everyday Carry