mate I,ve just looked it up, it's just a fashion brand, like north face or fat face, I,m a mid fifties, scrap metal collecting, tipper truck driving p***y type of guy, and I would be forced to hang my head in shame for all eternity if I ever spent £30.00 on a woollen bobble hat that me mum could knit for a quid, my all time favourite flat cap I found in a skip after an old fella had passed away and his family binned all his belongings, it's probably 50 year old and never been washed,At thirty odd quid I will be handing mine down lol, and I'm in my 40,s I just like quality gear. Cheers atb