This new design comes to us from the annals of history.
Illegitimi non carborundum is a mock-Latin aphorism which means "don't let the bastards grind you down."
History:
It is believed to have originated within the British Army during World War II and later became the motto of US Army general "Vinegar" Joe Stillwell. Many others have since adopted it and there are even more variants.
We felt that we needed a design with a strong statement in the same vein as "Don't Tread on Me." While we love that early colonial cry, it has also seen a lot of use in recent years. So as to not dilute its poignancy we've branched out to embrace Illegitimi non carborundum as a Rugged Co's motto.
