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Brand recognition does make an impact on what I buy. I won't buy north face because its what all the preps at my school wear but I would consider an established brand with good quality such as orage, armada, etc that is more supportive of freeskiing. I also support smaller companies such as EC headwear because I like the fact that they arent some huge corporation but a group of guys that had a great idea and ran with it. But the price is often what impacts me more than anything else, because no matter how cool the brand is I still have to pay for it