Paul Reiffer is an award-winning photographer, landscape artist and adventure addict. His extreme global assignments are the a great gauge for how our backpacks are built and how they function in different surroundings. We are proud that Paul uses NYA-EVO gear for his work and travels.
Below is some of his insight.
It’s funny – we spend so long choosing a camera based on our own specific requirements; months searching for that “perfect tripod” for our shooting style; hours trying on shoes and clothes to make sure they’re “the right fit”; years experimenting with filter makers to find that “best” piece of glass……and then, when it comes to the thing we have on our backs for days at a time, on every single trip – we do a 10 second search the internet to find, essentially, the most popular one.
And that’s how it had been, for me, for years. I think I’ve bought into all of the previous “cool kid” buys – all the names you’ll know, but there were always compromises.
As someone who’s never bought in to the “better products through better marketing” principle, looking back, I’ve wasted so much time, money, frustration and (literal) pain – purely because I didn’t really know what I really needed in a bag that was right for me, and where to find those things.
You see, with camera bags, it really is personal.
Where a tripod is a tool that can be put away between locations, your bag is on your back that whole time.
We wouldn’t buy a storm jacket that didn’t fit, or leaked, or didn’t have pockets in the right place – so why do we compromise with another item that we wear on every trip?
In that respect, my frustrations at the failings of the better known brands had been steadily growing over the past 10 years.
Asking me to be an ambassador for them was great – but it was on the basis of publicity, not product development, and that is a pointless use of my time.
I want to truly believe in a product I’m endorsing. It doesn’t mean that I always think the product is 100% perfect – but it does mean I know the team want to take active feedback onboard and change for the better. That, to me, is the point of having a group of “ambassadors” out there, using a product in the real world. Not just sticker-collectors of brand names who give them free products.
On that note, I’ve always made a point of buying my own gear – even when “onboard” with a company – something many brands will never understand.
The reason? Simple. If I’m recommending a product for you to purchase with your hard-earned money, it should be on the basis that I would use my own money to purchase one too! (And then ask yourself why others might not…)
Becoming increasingly frustrated with the lack of real progress out there, and lifestyle marketing being more of a priority than product development - it was by happy coincidence that I was introduced to the team at Nya Evo a few years back.
The team I met were energetic, knowledgeable and active users of their own products.
More importantly, they wanted to LISTEN.
So I did. And I gave them my honest feedback – 4 pages of it. (Sorry guys!)
And they LISTENED.
With shoots happening all around the world (and, indeed, throughout COVID, we’ve still managed to shoot locally on the Jurassic Coast when restrictions allowed) – we’ve continued to put Nya Evo’s bags through their paces.
From that first prototype to the final build – it’s been around 2 years since I got to play with the first “Ghostbuster Pack” in white. While that wasn’t my preferred colour option, the features of the bag made it a much-needed improvement over my previous gear.
And it FITS – WELL.
Whether it’s the 60-C I’m taking out for a long expedition, or the 36 that’s with me for a quick shoot, these bags feel like they’re designed around me - which is the key point when it comes to “off the shelf” backpacks.
Lots of bags claim they’re adjustable and “ergonomic”; that they help distribute weight “correctly”. The problem is, “correctly” for you, is different to correctly for me.
So it’s the level of adjustment that’s important – not the out-of-the-box standard setup. That bag has to work just as well for those of us who are giants, as others who have less distance to fall in an earthquake!
But most importantly, beyond all of those attributes I was looking for, I found a team that wanted to learn how to improve things. Not just for my own use case – but for that of every one of their customer types.
I’ve sat on calls with Jensen for hours, where we’ve talked about “the art of the possible”, the “what if”, the “that could be a really useful feature” discussions – as well as the “nah, that just won’t work, and here’s why” chats too.
I’ve talked to Mario about their plans in the coming weeks, months, years – and the way they approach things is the same way that I do; start from the user, not just the brand.
And THAT is the key for me.
I don’t judge a product or buy-in to a brand purely on the basis of their offer right now.
If that product is great, then wonderful.
But I’m investing my time, my reputation (and my own money for that matter) on brands that I truly believe have the right ethos, the right outlook, the right beliefs and a true desire to innovate in everything they do going forward.
And that’s why I’ve now switched all of our carry-gear to Nya Evo.
Be sure to check out Paul's instagram and website and watch this amazing video.
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