Dead Reckoning is a lifestyle brand and is 100% South African owned. The name "Dead Reckoning" was chosen for its association with maritime navigation as well as its close analogy to life itself. Dead Reckoning is a navigational term used by sailors and aviators to plot a course by taking into account external factors such as side winds, currents to name a few. Dead Reckoning was founded in 2014 and with strong roots in surfing, sailing, fitness and MMA, the brand has developed a subculture following of disciplined and multi-talented individuals. "In The Crew We Trust" has been adopted as the slogon and represents a collective of like minded individuals who have a passion for life and living, being active and striving to become a better person day after day.