ATC Demo ShopRoll Retirement Announcement
7 Years. Thousands of Miles. One Tornado. Zero Failures.
After seven years of faithful service on the Overland and Outdoor event circuit, our original ATC Demo ShopRoll is officially retiring.
This ShopRoll has been opened and closed tens of thousands of times, enduring nonstop hands-on demos across the U.S.—from dusty desert shows to snow-packed mountain expos. It’s weathered sun, rain, snow, sleet, sand, gravel, dirt, iron ore, and even survived a tornado, all while maintaining full functionality.
Performance Highlights:
- HD YKK #10 Zippers: Pulled thousands of times—zero failures.
- Mil-Spec Side-Release Buckles: 10,000+ cycles—no breakage.
- Stitching, webbing, and canvas: Zero points of failure.
- Leather accents: A rich patina earned from thousands of grubby, curious hands.
This ShopRoll has traveled thousands of miles and stood as a daily demo workhorse at events nationwide—proving the durability and quality of American-made, Colorado-built gear.
Now, it’s time for it to rest. This original ShopRoll will retire with honor to the ATC Design Studio Museum, replaced on the road by our latest model—refreshed but held to the same exacting standards.
Remember, only three things will ever happen to your ShopRoll:
- You'll keep it forever
- You'll hand it down to your son or daughter
- Or your buddy will steal it because it's so friggin’ cool!
Well done, ShopRoll. Well done.
