Victorinox/Wenger are good examples of a brand associated with a quality product (the original swiss army knife) that now extends that brand over to backpacks,

Victorinox/Wenger are good examples of a brand associated with a quality product (the original swiss army knife) that now extends that brand over to backpacks, luggage, etc. Personally, I really like the Filson brand from the United States, but they also suffered from their core products being too-good, ownership changes eventually to a private equity fund, and ended up being driven into a lifestyle brand with a variety of otherwise unrelated product lines and collaborations (e.g. t-shirts) which often get manufactured overseas with lesser quality of materials and construction. Another example might include other American "heritage" brands of footwear, such as Red Wings and Wolverine; they still make and sell their heritage products at a premium price but have been driven to use their brand to sell other, lesser quality goods with better profit margins.