Let's say you start out selling really honest to goodness, rugged, rough, red hot outdoor clothing. It is good stuff and you make money and pretty soon you start to see it being worn in casual, non outdoor settings. It will appeal to many more people, who will buy more of your stuff and then it is trendy.

Realizing this larger market, you start selling not so rugged items with a larger audience. Before long you are selling swimsuits, blazers, skirts, and all sorts of other things. It seems to be inevitable, because it isn't just REI. Patagonia peddles a lot of casual, resort wear right alongside their serious outdoor stuff. LL Bean is mostly boutique items now. Even Duluth Trading is drinking the koolaid....

I don't recognize "virtue signalling," either, Phaedrus. But I don't think it is a compliment....
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Geezer in Chief