In reply to Damo:
It's also at the crossroads of function vs fashion. Most Alpha garments look pretty threadbare to anyone not used to the stuff (the macpac pullover that looks like an original Helly Hansen fleece from 1990 and has been worn daily ever since, is a case in point).
I really like Alpha stuff, being of a sweatier disposition and running hot must of the time, so I don't mind looking like Steptoe. Given that a lot of outdoor wear is driven by fashion I am unsurprised there's less Alpha around now.
b