Is it just my imagination or are an awful lot of folks on the trail, at the shooting range, and at hunting camps wearing some kind of parachute cord bracelet nowadays? What started a few years ago as a practical way for soldiers, firefighters, and outdoor adventurers to carry some extra 550 cord has mushroomed into a multi-million dollar business serving fashion-conscious urbanites and true wilderness aficionados alike.

Since bracelets and jewelry were invented, they have been worn mostly for looks. Decorative wear typically doesn’t usually do anything. But a few years ago, Survival Straps came into the market. Standing apart from most bracelets in human history, these bracelets actually do stuff, and the company has grown from a family business which began at a kitchen table in Florida to become an industry leader in survival bracelets and a staunch supporter of the Wounded Warrior Project and American law enforcement, fire, EMS, and military personnel.