Columbia

Columbia began as a small hat company in the Pacific Northwest and now makes outdoor clothing for hiking, fishing and camping. Gert Boyle, who managed the brand for decades, gave it its motto: "It's perfect. Now make it better." That attitude shows in the technical side. Omni-Heat Infinity, with its gold metallic dots, reflects body heat, while the Omni-Tech membrane keeps wind and rain out and lets perspiration escape. Performance Fishing Gear (PFG) started out for anglers, with ripstop nylon and ventilated back capes. For menswear, the easy starting points are zip-through fleeces, waterproof coats and trail trousers. Urban Industry calls it a "Soft Outdoor" brand, sitting between technical kit and street style.