It's also fun to read the description of some of the things they sell like this Patagonia M's Sideburn Shirt -
"A shirt for keeping your cool when the crags heat up. Sideburns are made from a lightweight, airy blend of organic cotton and polyester that moves moisture and hot air away from your skin. Inside, polyester mesh lines the shoulders for free-moving comfort and increased wicking performance. The full front zipper vents excess heat instantly; a hidden chest pocket holds an MP3 player. Redesigned this season through the body for a trimmer fit."
It's a climbing shirt you see - for keeping cool when the crags heat up. Organic, holds an MP3 and it's for thin people. I like the idea behind the marketing. It's a bit ironic to be reading it as a cube dwelling non-climbing chub - but you never know I might be climbing on some hot crags again someday...or if not me, certainly you.
