Likes: try not to confuse it with "outdoor products" which sells less durable/functional gear.
this company, while not too innovative in that it takes them a little while longer to adopt something functional (eg. nothing they have are using polartec neo, which seemed to have come out pretty recently). despite that, their gear is still reliable, durable, and is slightly better priced than bigger competing brands (like a TNF summit series fleece that uses the same material). rather than fund fancy expeditions with huge name athletes, they take customer feedback.
Qualities: Quality gear, I'd reccomment to a friend, Popular on the mountain, Good selection, Fashionable