This has got to be one of the more interesting brands. Because it origins is a strictly workwear, big with blue collar types, but then adopted by trendy coastal city kids. Not uncommon with fashion, especially men's fashion. A lot of men's fashion classic were workwear or military in origin--bomber jackets, chino pants, peacoats etc.
Moreover, the price of it has gone up because of that, with the workwear demographic decrying its "hipsterfication".
I do love their stuff myself, but mostly go for vintage pieces. Some have said the quality has gone down too. I don't know since I've haven't bought of any their newer stuff.