Most clothing brands are trapped in a system that's destroying them, the planet, and what you actually end up wearing.
They spend loads of cash at the beginning of a season, having to guess what will sell. Much of it won't, so they then sell most of it at heavy discounts. You (and us) then when for the sales, so they're trapped having to always discount more and more.
Great, bargains! But are they?..
Discounts have to be paid for, so the brand reduces quality to get their money back. Thus you get something that disappoints and they lose reputation.
Instead, we know what we have to buy. There is no excess. No waste is more sustainable. No excess means no discounted sales - Ok, there are no bargains to wait for, but you get what you pay for - A far better, very high quality jacket, that last a generation, not a season.
A FRAHM isn't cheap, but it is far better value because of that.