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1. patagucci
The finest, chicest brand of outdoor gear available. It's prices reflect the chic nature, urban-outdoor friendliness and fabulous color schemes that Yvon Chouinard's Patagonia company produces. A fave among the yoga-girl set. They are really nice clothes. Look for the web special on the site.
My Solar Green White Smoke Patagucci jacket keeps me safe and protected from the elements when I stride out every morning to walk the dog.
2. Arc'teryx
A Canadian brand of technical outerwear valued by literally any professional mountain guide, rock climber, or ice climber.

While the North Face has become the Abercrombie and Fitch of Outerwear, Arc'Teryx keeps a low profile and can be seen warming up many of the top outdoor athletes in the world.

If you see someone wearing an Arc'teryx jacket, it has likely actually seen the rugged outdoors since even yuppies are unlikely to pay $500 for a jacket while they would be fine dropping $150 for a North Face fleece despite the fact the Arc'Teryx jacket is literally worth the $500.

Also, anybody with an Arc'Teryx softshell or jacket will brag about temperature ranges in celsius because they're too cool for fahrenheit.

The brand is named after the oldest bird currently known to man: the Archaeopteryx.
Person 1: Dude aren't you cold with that spandex pullover?
Person 2: Actually, it's called a technical softshell, and since it's made by Arc'Teryx it weighs 200g less than your stupid North Face fleece and keeps me warm to -10C.
3. Arc'teryx
An outdoor apparel company. Generally known for producing high-quality (read: expensive) clothing, that is undoubtedly nicer than other companys' lifestyle/low level lines. However, most outdoor companies manufacture a high-end line of clothing that is comparable if not superior to Arc'teryx products (eg TNF Summit Series).

The company started out manufacturing high-end climbing harnesses and packs (these were also too expensive for anybody to buy), but then broke into the Goretex Shell market. They now have an extensive product line that is fairly redundant (ie the differences between many products is negligible at best) that includes softshells, hardshells, insulation pieces, pants, baselayers, hats, fleeces and gloves so pricey you can buy a mid-range car with the money you could save by not being a fanboy. In addition to their technical garments, Arc'teryx recently revealed a line of technical-fashion line (who wouldn't want a gore-tex trenchcoat?! only 1K too!) God help us all if they start to make shoes.

Arc'teryx used to be made in Canada, but have grown larger and now manufacture in Thailand, China etc in addition to the small portion of shells that are still made by canucks.

Due to a recent rise in popularity, some outdoor store employees theorize that Arc'teryx may become something like TNF in years to come, but that remains to be seen.
"Look at that guy's Arc'teryx Beta AR!"
"Great, another well made, overpriced Gortex ProShell addition to their redundant product line."
"Does this mean he's an outdoor professional, daddy?"
"No son, no it does not."
4. zorgon
Noun. Generally a white person with dreads. This person often wears birkenstocks, can be seen longboarding, or chilling. Alpha zorgons are zorgons who operate on the next level, often wearing top hats, flowy pants, arcteryx jackets, and feathers and hair wraps.
That chick from 4 Non Blondes might be the queen of all zorgons.
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