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Five
The brand of the brave

Five Ten’s roots trace back to Yosemite and Joshua Tree National Parks. Charles Cole, Five Ten’s founder and president, started the company in 1985. At the time, he was a footloose, 30-year-old climbing bum whose motto was “one with the dirt.” All climbers need rest days and Cole’s were well spent, earning him an engineering degree from University of Southern California and an MBA from the University of Michigan, Ann Arbor.
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