Because there's too much junk out there, with too many unnecessary "features".

And why not? It's time for something different.

ROLR makes tools based on the basics, with no unnecessary fluff. No level. No measuring stick. No fire starter. No can opener. Just pliers. A screwdriver. And a pry bar.

And, all cut out of a solid block of metal. No stamping. No pot metal. No bent or formed parts. All CNC machined out of billet stock.