It's is the end of the world as we know it.
I just saw a businessman hauling North Face brand luggage... ON WHEELS!
That reminds me of seeing the 801 New Balance trails shoes suddenly become a hipster shoe in NYC a bunch of years ago.
Canadian company Arcteryx has done the cross-over thing too. Are there any gear lines left that are still purely exclusive to their niche markets?
Not that becoming mainstream is always a bad thing, if the quality doesn't suffer on the original product.
OMM? I sometimes wear my old Kamleika smock on 'normal' days if it's a bit damp. It may smell a bit funky, but it looks good (I think anyway!)
Rab aren't too mainstream, I think... reassuringly expensive!
I still find it funny that the company that make scally jackets make the original (and best) thermal tops - Helly Hansen's lifas!