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In early 1978, an extraordinary new invention for rock climbers was featured on the BBC television science show “Tomorrow's World”. It was called the 'Friend', and it not only made the sport safer, it helped push the limits of the possible. The company that made them was called Wild Country, the brainchild of American climber Ray Jardine and Mark Vallance. Even today, Wild Country offers customers the greatest possible freedom in their vertical activities with its technical climbing products. It uses technology to reduce the risk of climbing to the lowest possible level thereby setting higher safety standards.