GoLite started with a simple idea – that experiencing nature would be better with less. Less weight and less waste. It’s the philosophy which drove them to create high performance, überlight gear that’s friends with the planet and made for the trail. But GoLite is also a lifestyle choice. A choice to GoLite, or a choice to be sedentary, small-minded and wasteful. Consonant with the brand’s credo, we stripped these ads to their essentials and went straight to the point. Do you GoLite, or don’t you?