In reply to MountainsAreBetterThanOffices:
I understand the clothing is made by Sherpa's?
A small amount of money for each item goes to a Sherpa Educational Charity.
The actual technical clothing looks well thought out and logical for alpine / scottish winter / 6000m peaks.
So I think a genuine ethical / technical company not a marketing / scam. I have only met Mr Cool a few times professionally, he is not a friend, but I would not imagine he'd be involved if it wasn't genuinely trying to make decent gear and support the Sherpa's.
I recently tried on their Powerstrethc hoody, great design but let down by a tight seam forcing the zip sideways so making it very very hard to zip it up, struggled in an office so decided not good for work or play! Sadly sent it back, I suspect this is just a little slip in a great range of well thought out and ethically manufactured garments