[cavanasm]

I think you might be overestimating the thought processes behind this, and underestimating the lack of thought among many people who buy their clothing. They're known as "Fratagonia" at colleges and universities nationwide because of their popularity as status symbol clothing with certain groups. I'll leave which groups for you to guess.

Anyways, Patagonia is a pretty small company despite their nationwide reputation, and they've always put values first and hoped/assumed things would work out, their founder has written about this himself. If your business model isn't a cost cutting / race to the bottom one, then a lot of traditional logic about how businesses are run can end up never implemented in the first place.

[hprotagonist]

Hmm. I'd always heard "patagucci".

Around here, Canada Goose is the eerily ubiquitous spendy brand on campus.