I couldn't care less about what's printed on my clothing, as long as it's well made and fit properly, and I'm not a walking billboard. It might be APC, or Levi's, or Target. Some premium brands got where they are because they make well constructed garments. And most of the time I happen to identify with the philosophy of the that brand's designer. Why don't I buy clothes from Wal-mart or Costco? First, most of them are poorly made. Second, they're cut like potato sacs. Third, I almost never have the need to shop at Costo. To the guy who said "it's just pants," I assume you wear the potato sacs commonly found at Wal-mart or Costco for clothing? See, the difference is some people I know wear a pair of Seven or Citizen jeans for the sake of wearing them. I have too often overheard conversations about how much somebody paid for a pair of jeans because it's the latest and the greatest, or because it has crystals glued on the back pockets. Most of the time, these people have no idea what made that pair of jeans expensive, or why a similar looking pair of shoes costs three times as much. While they'll be buying the latest designer's offerings next year, I'll continue to treasure my pair of 45rpm or APC. I appreciate the fact that somebody is trying to dress well. However, I have a distaste for the people who wears Armani, Seven, or Burberry so they can show the rest of the world how much disposable income they have.