There's a reason some brands take off and it's generally because before fashion they have a legitimate value proposition. Patagonia used to be a great item (sti

There's a reason some brands take off and it's generally because before fashion they have a legitimate value proposition. Patagonia used to be a great item (still is). That great item turned into a messaging symbol that the owner knew how to spot a great item, and in turn it's been adopted by someone who wants to message that they know how to spot a great item.