What It Is: Rancho's latest adjustable performance shock absorber.
Why It's Cool: It's nine-stage adjustable, has 15-stage valving, and yields 17 times greater fluid area than the previous 9000.
More Info: 734/384-7804, www.gorancho.com
What It Is: The Sleekster lightbar, which attaches directly to the vehicle's frame, requires no cutting or drilling, and is available in either chrome or powdercoat finishes.
Why It's Cool: Randy Ellis is a former Top Truck champion!
More Info: 602/803-1122, www.randyellisdesign.com
What It Is: Stout and stylish front and rear tube bumpers for Jeep TJs.
Why It's Cool: The front allows installation of a winch, the rear is a swingaway model, and they improve your approach and departure angles too.
More Info: 800/280-GARD, www.safarigard.com
What It Is: A complete suspension lift kit from one of the industry's leading suspension manufacturers.
Why It's Cool: They make kits for just about every type of 4WD, from the Hummer H2 to the Honda Ridgeline. Brubaker can even lift his Escalade.
More Info: 318/388-0816, www.skyjacker.com
What It Is: State-of-the-art cutters with the trademark ClipIt hole, with handles ranging in materials from carbon-fiber to titanium to wood.
Why It's Cool: They make knives for all sorts of applications, including kitchen, marine, and (our favorite) martial arts.
More Info: 303/279-2229, www.spyderco.com
What It Is: Thirty good reasons to check out its line of carnauba-based waxes and car-care products.
Why It's Cool: Washes and waxes are always good to have after a day spent thrashing in the 'Trap.
More Info: 626/792-9560, www.stufproducts.com
What It Is: A stylistic upgrade for Excursions and Super Dutys, it retains the factory tow hooks and can be painted to match your vehicle.
Why It's Cool: You get a pair of aftermarket foglights along with the air dam.
More Info: 574/862-4831, www.truckmasterdesigns.com
What It Is: A high-performance sealed air intake system that utilizes silicone couplers and a premium foam replacement filter.
Why It's Cool: They're available for most late-model 4x4s, including the new 5.4 Lincoln Mark LT.
More Info: 866/999-9098, www.trueflow.com
What It Is: A complete lift system for Fords, Chevys, Dodges, Jeeps, or Toyotas, including later-model vehicles.
Why It's Cool: Don't run 44s without one.
More Info: 800/288-2190, www.tuffcountry.com
What It Is: Warn's new aluminum-bodied 9,500-pound unstucker, with a thermometric indicator that allows you to monitor winch-motor temperature during operation.
Why It's Cool: Your chances of completing the 'Trap without one: Slim and none.
More Info: 800/910-1122, www.warn.com
What It Is: A handy metal donut that lets you stow your winch hook at the fairlead without metal-to-metal contact.
Why It's Cool: It can slide along the cable to act as a cable weight during winching.
More Info: 888/340-7681, www.winchsaver.com