I buy based on how well it suits my needs, that being said for personal reasons and not based on performance, I stay away from KUIU and Sitka. Sitka is anti-O&G - imagine the hypocrisy - their merchandise is made from and with the help of hydrocarbons. KUIU advertises they are not to be associated with big brands because they don't sell to and let their business be run by big retail stores and investors - they are a family business. That's great, but why do you manufacture in China and ask consumers to pay the highest dollar? Their marketing strategy and business model are great, but it also insults my intelligence. That being said I like FL some UA and everything that is wool.