I don’t doubt that the new Stoic stuff does this about as well as the old BC branded gear. In fact, for every popular item in the old BC outerwear line there seems to be one in the Stoic line that directly corresponds. There’s still a welder hoody, event shell, etc. I guess I was just put off by the colors and the styling more than anything. It’s fine if they want to plaster a logo on everything; it seems to be no bigger than a quarter anyway, and they had the BC goat on stuff before anyway, but neon greens and oranges for the luft sweaters? I get it if you’re trying to make a statement with your jacket, but how about some more conservative options for those who don’t want to be mistaken for a construction worker. It just seems that the BC brand was trying to compete with the Arcteryxs and Marmots and North Faces out there, and the styling/materials/workmanship of BC gear was on par with these and in many cases even better. Now I’m just confused who they’re going after.

Lastly, as much as anyone wants to say “I use my gear for it’s intended purpose so I don’t care what it looks like as long as it keeps me warm/dry/whatever,” I would challenge that that statement is almost never truly the case. I know that at least personally, I want gear that both meets the highest performance standards and doesn’t look half bad either. If I buy a warm jacket, I want to be able to wear it up in RMNP and also on Pearl Street…I simply don’t have the cash to buy a separate jacket for each purpose.

Yeah, they made some poor choices in color schemes, but the quality is still there. It’s not like they went from making great house-brand BC stuff to crappy pseudo-house-branded Stoic stuff overnight. It’s the same materials from the same factories to the same exacting standards.

Yes, the Stoic logo is kind of lame, but people can debate lame logos all day long. In the end, it’s the fabrics and construction (as Adam pointed out).

Why?

Because their isn’t a FATTY logo plastered all over the thing. You can still get BC logo’d stuff but from the looks of it, its all last years line and they are probably trying to phase it out.

Sorry but does the Stoic Logo look like the Cobra symbol from GI-JOE? Kinda has that Big 5 feel. Anyway, to me its just another brand with another jacket using eVent. So honestly if its using top name materials who cares who makes it? If Starter starts making Denver Broncos eVent jackets, hell, I’d wear em to keep me dry. I think there is a huge shift in materials push rather than brand push. But what would i know, I’m just some New Mexican who wears a Carhartt every once and a while.

The styling of the new gear from Stoic is in my opinion ridiculously gaudy; from the colors to the stitching patterns. Personally, I have browsed their entire website and have found nothing I would want to buy, even at the low prices on SAC. I had however wanted to purchase several BC.com items, including the shift jacket, and now it looks like I’ll just have to resign myself to the fact that they are already in the graveyard.

Just curious if anyone else feels the same way or knows the reason for the radical change in branding when it seemed that BC was doing so well with their in-house brand.