Identity

I am not sure that I exist, actually.

I am the writers that I have read; the people that I have I have met; the women that I have loved; all the cities I have visited.

— Jorge Luis Borges, 1981

As a consumer, you subscribe to one vision or another: what’s your version of hiking out doors? What type of vibe are you about? Purist? Gorpy? High intensity? Meditative? But in all cases, the branded subculture itself is the main thing, while the role of physical goods is diminished. Their job is not to drive value, but to add another layer of

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