Filson has always done a great job connecting their brand with the customer. The stories folks often write on the site are from first hand users of their products. These people are passionate about what they do, what they wear and the quality of both of those things. Myself included, I hope more people see that connection with this brand and put a little more action into their lives. I've seen far too many shot shell bags filled with makeup and miscellaneous here in Philly. Any way, I like what they do because they do it right (but could do more with the female line, just saying).