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Steel Will to Carve Out a Slice of the Value Folder Segment Starting With the Cutjack

November 28, 2016

Steel Will Knives is pivoting into the value folder segment starting with a new for 2017 model dubbed the Cutjack. Until now, the company has focused on the premium folder market with a line of Italian-made, American designs. But with variations priced as low as $44.99, the new Cutjack is a major departure for the Forest Hill, NY company – and Steel Will tells us that this is only the beginning. The company is putting together a lineup of 20 new products to satisfy consumers’ growing appetite for high value, high performance EDC knives. “This is going to be the most exciting year since our launch,” promises Steel Will Director Boris Shekhman.

“In 2017 we’re going to focus on lightweight, high-value EDCs – the everyman’s knife,” says Shekhman. The Steel Will team is working overtime to create an ambitious lineup that offers a high value to dollar ratio. The Cutjack is the first model to deliver on the new strategy. The knife is an EDC-oriented flipper that will be produced in two sizes: a standard 3.5” blade model and the Mini, which has a 3” blade. Both the regular Cutjack and the Mini will be offered in two configurations: a premium version with M390 steel, ball-bearing pivot, and G-10 scales, and an entry level model with D2 steel, washer pivot, and FRN scales.

Steel Will Knives Cutjack

Shekhman says that all versions of the Cutjack will be priced aggressively. Even the premium model is expected to come in under $200. “A quality knife doesn’t have to set you back hundreds of dollars. We’re trying to keep prices in that bracket.”

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Steel Will Knives is American owned but its folders, like the popular Gekko, have always been subcontracted to an undisclosed manufacturer in Italy. While the M390 versions of the Cutjack will continue to be made in Maniago, the D2 versions will be produced in Asia. Unlike much of the industry, the company plans to continue to design their new blades in-house. “We have some really talented guys working for us and we want to focus on that,” Shekhman tells us.

Steel Will expects its entire lineup to be solidified and on display in time for our SHOT Show coverage in January. The Cutjack could already be available for preorder at that time. The rest of the new models should hit the market over the first half of 2017.

Knife featured in image: Steel Will Knives Cutjack

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