[butisaidsudo]

Named after a region where the company's founder adventured down to in a Econoline van and made a first ascent up Cerro Fitzroy, which is part of the mountain range shown in the company's logo. It would be worth taking a read on his history https://en.wikipedia.org/wiki/Yvon_Chouinard, the man is an absolute giant in rock climbing and alpinism.